Instructions:

You must develop a communication and engagement strategy for a special interest stakeholder group, which you identified in your stakeholder map. The communication and engagement strategy must be targeted at one of the other stakeholder groups that you identified in your stakeholder map.

The report must include:

2.Executive Summary

A concise executive summary (approximately 300 words).

3. The special interest stakeholder group

A description and relevant background information about the chosen stakeholder group (approximately 100 words).

Hint: Only include background information that is relevant to the marketing-related problem or issue.

4. The target stakeholder group

A description and relevant background information of the chosen target stakeholder group (approximately 100 words).

5. The marketing-related problem or issue

An explanation of a relevant marketing-related problem or issue that the stakeholder group wants to address or solve. Please also include a justification for why the target stakeholder group was chosen. Please include evidence from reputable sources of information to motivate why the marketing-related problem or issue is important for the special interest group to address or solve (approximately 300 words).

Hint: The reputable sources of information may be international reports (e.g., WHO, World Bank, IMF), government reports (e.g., VicHealth), consumer reports (e.g., Choice) or local community reports. The evidence must be directly related to the marketing-related problem or issue.

6. Mission or purpose statement

A statement on the intended mission, aims or purpose of the communication and engagement strategy (approximately 100 words).

Hint: The mission or purpose may be to influence (a) behaviours, (b) thinking, and/or (c) emotions.

7. Marketing Communication and Engagement Method

A detailed description and discussion of the proposed marketing communication and engagement method that will be used to communicate and engage with the targeted stakeholder group. Include a justification for the levels of engagement chosen (approximately 900 words).

Hint: See VicHealth Engagement Strategy Framework for a short explanation of the levels of engagement: (a) inform, (b) consult, (c) involve, (d) collaborate, and (e) empower. link VicHealth Engagement Strategy Framework: https://d3cgwrxphz0fqu.cloudfront.net/a0/e1/a0e144a22892ce9f7d05b820f337e2bb1979024e?response-content-disposition=inline%3Bfilename%3D%22VicHealth%20Stakeholder%20Engagement%20Framework%202018-23.pdf%22&response-content-type=application%2Fpdf&Expires=1684882860&Signature=Gsg05W~xznQZutAaxG~fPAuR~8yL~Gzj2T0LrkF5yZiILA5IL~dwk1BNy85~jgQ0YFsLlUKkVClL7b4gJrX560CASUxD120VDmJSq8zZiU-OowvFV2KOIDyL2ytAcoGZERWM4r8sEoZOQu6X2PpUqErX1GVCaRRbA~54CJ~S8RYah7Npj1YqKGEFGjTPXrD75CkApjpudwAptoBz95NthrbWVz338722lSk8An9OUlVco3AKekw3ePaGr4bNEBKzSv0ODeQIhqOxb4Q3jXt5MWIw19p4mURK7gLZnyaIR9fvDTx212c8r1GLSfQNcCuI4oz7nhGbF0adL7tb2Cakew__&Key-Pair-Id=APKAJRIEZFHR4FGFTJHA

8. Monitoring and Evaluation

An in-depth recommendation and justification for how to effectively monitor and evaluate the success or failure of the communication and engagement strategy (approximately 200 words).

Hint: See VicHealth Engagement Strategy Framework and the relevant academic articles on the unit reading list. Use insights from marketing research (e.g., surveys, feedback).

9. Reference list

STAKEHOLDER MAP