Social Media and Marketing - PDF

Social Media and
Marketing

Introduction
The topic focused on the critical issues
resulting due to lack of proper health and
lifestyle of students at CUD
To make them aware of the healthy lifestyle
choices, social media involvement is managed
to influence their behaviours
H GAME is a marketing campaign centred on
promoting healthier lifestyles and enabling
students at CUD to access physical sessions,
sports activities, etc.

Summarising the behavioural analysis
Identification of the targeted audiences
within the CUD campus.
Conducting surveys to understand their
involvement with physical sessions and sports
activities.
Understanding the concerns of the students
and getting ready to provide services
accordingly for their betterment of health and
wellbeing.

Challenges addressed by implementing H
GAME
One of the major issues was the lack of healthy
food options
Lack of interest among the students to take part
in the gym activities at CUD.
Many students believed that the gym was
considerably smaller and even some of them
were not aware of the presence of proper
physical equipments at the gym.
The students were less motivated and
knowledgeable about how to gain positive health
and lifestyle.

M GAME to influence the students’
behaviours
To keep them motivated and encouraged to
perform efficiently by engaging in sports
activities and physical sessions.
To make the students aware of the healthy
lifestyle choices and decisions made.
To enhance the physical activities within the
campus of CUD.
Achieving a healthy lifestyle by making the
students access information, gain knowledge
and gain support to remain committed to the
physical activities and sports.

Product or service development
H GAME social media and marketing campaign
is considered as a product itself because of its
ability to fulfil the needs of CUD to promote
health awareness among the students.
The product or service development is possible
by analysing the four major components of
marketing mix strategy including the products,
price, place and promotions.
The marketing campaign includes various social
media platforms such as Facebook, Twitter, etc.
to promote awareness among the students.

Prices were set for the social media and
marketing campaign by preparing a
budgetary plan and assess the investments
done to manage the communication channels
and marketing approaches.
The place here is CUD campus where the
campaign has been developed to make
students embrace healthier lifestyle choices.
Promotions are managed by creating banners
within the campus, sending emails to the
students for influencing them to take part.

Monitoring, evaluation and follow up plan
The aim is to determine the feasibility of the social
media and marketing campaign and enhance the
brand positioning and awareness among the
students at CUD.
The baseline included identification of targeted
audiences, understanding their behaviour,
partnering with stakeholders and informing them as
well about the program.
To attract more customers and influence them to
engage in the physical sessions and adopt healthy
choices, a sports event could also be held within the
campus.

Budget
Budgetary plan includes the expenses
incurred while managing the social media
and marketing campaign at CUD.
Costs are incurred while managing the CUD
website and enabling search engine
marketing to increase students’ awareness.
Other expenses incurred while managing the
social media marketing are for facebook ads,
video advertising, sending emails and to form
business networking groups.

Budgeting plan

Conclusion
H GAME could be a successful approach for
spreading awareness among the students to
embrace healthy lifestyle choices.
It would improve the health of students and
make them perform within the campus much
more effectively.
Keep the students engaged in the physical
sessions at gym and take part in sports
activities too.

Bibliography
Ashley, C., & Tuten, T. (2015). Creative strategies in social
media marketing: An exploratory study of branded social
content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
cud.ac.ae | Your portal to Canadian education. (2018).
Retrieved from https://www.cud.ac.ae
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a
destination marketing tool: its use by national tourism
organisations. Current issues in Tourism, 16(3), 211-239.
Hennig-Thurau, T., Hofacker, C. F., & Bloching, B. (2013).
Marketing the pinball way: understanding how social media
change the generation of value for consumers and
companies. Journal of Interactive Marketing, 27(4), 237-241.

Thank You