Question 1 (100 marks)

For the social marketer, "consumer behavior is the bottom line". However, it is time that the social marketing community reflects upon whose behavior we should be trying to change. Arguably, peoples behavior is not just determined by their own choices but also by their social context.

Accordingly, assess the importance of moving upstream in the selected organization (that is, addressing the upstream influences) to accomplish effective social marketing campaigns. In your opinion, what are the ethical issues of neglecting upstream influences in the organization? (800 words, +/- 10%).

HINT: You should research academic literature (on moving upstream) to arrive at a judgment about whether it is important or not to move upstream. Students should make an assessment of all the evidence to arrive at a defensible conclusion.