MARK 2037: Marketing for Health and Wellbeing

For your individual assignment you will need to find information on multiple stakeholder organisations. You will need to analyse and outline the best marketing options for success, then submit a written report. 

This guide has been created to help you find the information you need, and build the skills essential to complete the assessments. 

Before you get started visit your Course Outline and Course Site for the full assessment details.

For this assessment, you will need to identify the major players including:

• size of the market (how many people engage in the behaviour)
• key stakeholders

You will then need to locate past campaigns to evaluate.

Identify the Market / Industry 

First you'll consider the market or industry that your intervention falls under. Different search tools may classify it differently, so you may need to try a few options. 

Locate Past Marketing Campaigns 

The next task is to find a similar marketing campaign that has previously undertaken. Industry reports often include major companies, which you can try searching for. Alternatively, you could again search by industry of interest.

The Library has a range of databases which can help you locate relevant market and industry information. Industry and market reports will give an overview of the size of the market, its key stakeholders and major companies. Some also include previous marketing campaigns.

Databases featuring market and industry information include:

We will cover some here, but for more detailed help visit:

Passport

Passport allows you to conduct a keyword search or browse by a range of options, including industry:

1. Select Industries from the large Category menu, then Go.
   
2. Select those of interest (e.g. Tobacco > Smokeless Tobacco, E-Vapour Products and Heated Tobacco > E-Vapour Products).
3. Select Next then choose geography (e.g. Australia).
4. Select Search.
5. Use the tabs to view statistics, analyses and data dashboards.

Business Source Ultimate

In Business Source Ultimate, conduct an Advanced Search for your industry. You can include the keyword Australia to narrow your search.
 

Tips: You can enter multiple terms for your industry of interest by adding OR between them: This tells the database to return results with either option. You can also use the truncation symbol (*) at the end of a root word to get results including all word variations. For example, Australia* finds Australia, Australian, Australian's Australia's! 
 

From the results screen, use the filters on the left to further limit your search. You can limit to materials published within a given date range and specific publication types, such as Market Research Reports, Industry Profiles, etc.) or leave the filters off to find research papers.

WARC

Click the magnifying glass in the top right hand corner to conduct a keyword search for your industry of interest (e.g. meditation).

Or you could use the inbuilt industry categories:

1. At the top of the screen, select More > Browse by interest > Categories
2. Select a Category (e.g. for vaping, you could choose Nicotine)

Once you have a list of results, use the filters on the right to limit to particular types of content, such as data or case studies

Tip: Use Browse by Interest > Topics for content on consumers and audiences.
 

Other Databases

The next task is to find a related campaign that has previously been undertaken. The Library subscribes to two key advertising research databases, WARC and Business Source Ultimate.

WARC

WARC (World Advertising Research Center) is an in-depth marketing and advertising resource with research, reports, case studies, and insights into brands and consumers.

Try a general search first, by searching for a key company or the industry. You could also try using the Case Finder, to locate advertising effectiveness case studies:

1. Select Strategy > Case Studies > Case Finder
2. Add a keyword if desired (e.g. parks), or use the drop downs to select from categories, campaign objectives and more.

Business Source Ultimate

In Business Source Ultimate, conduct an Advanced Search for your industry. You can include the keywords marketing OR campaign to narrow down your search.

Tip: Try using the Publications tab at the top of the screen to search for results published in a particular journal, for example B&T Magazine.

Other Sources

Want more? Try visiting company websites for past or current campaigns, or visit the below websites.

Population and health statistics can help you identify the size of the market, audience or population being targeted and compare this to other regions. Some useful starters are detailed below, you could also try searching Government websites.

Want more? Consult the Statistics page of the Health Guide:

Australian Bureau of Statistics

The ABS can be searched in a variety of ways. Click the magnifying glass in the top right hand corner to enter a keyword search (e.g. vaping).

Or you could use the inbuilt categories:

1. Select Statistics
2. Select the category of interest from the list on the left, and then choose your focus topic

Tip: Try looking under different categories. You may find useful data under the heading 'Health', or under 'People'.

Australian Institute of Health and Welfare

The AIHW website can be searched or browsed. Use the magnifying glass to conduct a keyword search, or access Reports and Data by topic.

World Health Organization

You can search WHO by:

• Keywords, using the magnifying glass in the top right corner,
• Health Topics, to focus on a population (e.g. disability), behaviour, substance (e.g. tobacco), or other topic (e.g. mental health); or
• Country (e.g. Australia)

Tip: WHO topic pages may include a campaign section, outlining previous marketing and advertising activities. 

Now you have your required information, it is time to start writing. This section will help you build your skills in writing reflectively and preparing your reports.

Managing your references

What do you do with all those references you have found? You can use a bibliographic management software to store, organise, and cite your references.

There are many free systems available. The Library supports the bibliographic management tool EndNote. EndNote automates citing your references and allows you to create and organise a library of references. For more information and to download the software, check out the EndNote Guide: