Social Media Marketing Plan and Behavioral Analysis at CUD

This report presents an analysis of a social media marketing plan implemented at the Canadian University Dubai (CUD) campus. The plan, spearheaded by "H GAME," aimed to promote a healthy lifestyle among students, addressing challenges such as limited healthy food options and inadequate gym facilities. The report outlines the six stages of the marketing plan, including startup, scope identification, approach development, implementation, evaluation, and follow-up. It examines the influence of key factors like improved gym facilities and the role of social media platforms in influencing student behavior. The analysis focuses on understanding the target audience, setting marketing objectives, and implementing a marketing mix strategy encompassing product/service development, pricing, placement, and promotion. The report also details monitoring, evaluation, and follow-up plans, including budget considerations and reference sources. The goal was to encourage students to embrace healthier choices and increase engagement in sports and gym activities by overcoming barriers like lack of information and motivation.

Running head: SOCIAL MEDIA AND MARKETING
Social media and marketing
Name of student
Name of University
Author note

SOCIAL MEDIA AND MARKETING
Behavioral analysis
The behavioral changes are influenced by making H GAME to promote healthy lifestyle
and improving their performances through consumption of good quality foods at the campus of
CUD. One of the major barriers found was the lack of healthy food options available at the CUD
campus, small gym facilities and many students were not even aware of the gym within the
campus (cud.ac.ae, 2018). The students were lazy at times too, which prevented them to manage
good and healthy lifestyle and behaviors, furthermore deteriorating their performances at the
campus. The social media marketing plan was implemented by H GAME to manage the
interventions by following the six stages including the startup, identifying the scopes,
development of approaches, implementing, evaluating and managing follow up (Scott, 2015).
The key influencers could be the introduction of a bigger gym facility where all the best
quality features would be available and this should influence the behaviors of the students to
engage with the gym activities. The benefits and rewards obtained are good health condition,
ability to work harder and perform well without much stress and improvement of energy in body
to perform to their potential. The competing behaviors were physical activities managed at the
gym, ability to access physical sessions and gaining a healthier lifestyle by overcoming the social
issues resulting from lack of knowledge, motivation and information availability (Hays, Page &
Buhalis, 2013).
The social media marketing plan includes understanding the targeted audiences at first,
understand their behaviors and setting goals and objectives at first. It is done for engaging with
the stakeholders and develops scopes for building a team consisting of skilled employees and
finally deliver an intervention. It should be possible by implementing a marketing mix strategy
and then analyze the behavioral goals for each of the targeted audience. According to the
behavioral analysis, the targeted audiences were the students of CUD, among which, a large
percentage of people did not play the sports and even were less interested in the sports activities
and physical activities managed at the gym (Tiago & Veríssimo, 2014). Most of them found
balancing the athletic and academic roles difficult, which continued to remain a challenge for
them to visit the gym on a consistent manner.

SOCIAL MEDIA AND MARKETING
Product / Service development
The marketing strategy is an important aspect of the behavioral analysis where the
products, price, place and promotions of the gym are assessed to understand the behavioral
changes among the individuals at CUD. H GAME social media marketing campaign helped in
addressing the needs of the students at CUD and even could influence their behaviors to attend
the gym sessions and become accustomed to a healthy lifestyle. As the social media marketing
campaign’s objectives are to make the students engage in the team sports, partner with the
healthcare organizations to provide the students with necessary nutritional information (Hudson
& Thal, 2013). The products are gym care facilities available at the CUD campus while the
social marketing campaign includes social media platforms, communication channels and
marketing approaches for influencing the behaviors of the students to achieve healthy lifestyle.
Prices of the campaign should be managed wisely for making people engage with it and
ensure making them influenced to take part in the gym sessions at CUD. The campaign must be
managed with proper budgetary plan and with proper content for making the students influenced
and making them believe that they could avail the services at a reasonable price. The place here
is the CUD where the social marketing campaign H GAME is proposed to ensure that the
students embrace healthier choices and good food consumption habits too (Ashley & Tuten,
2015). The promotions are done through advertisements, banners within the CUD campus and by
sending direct mails to the students. The social media platforms were also engaged for creating
knowledge and motivation among them to overcome health issues like obesity and laziness and
participate in sports activities too.
Monitoring, evaluation & follow up plans
Monitoring and evaluation was done at CUD campus while promoting the social media
and marketing campaign by determining the feasibility of the branding and positioning. It could
be seen that the promotions were done properly by sending emails, communicating with the
students and even through advertisements and banners created within the campus for enhancing
the visibility among the students. Due to this, the brand was also positioned properly within the
business environment, which created ease in engaging the students in the physical exercises and
sports activities (Hennig-Thurau, Hofacker & Bloching, 2013). The baseline composed of

SOCIAL MEDIA AND MARKETING
identifying the targeted audiences and conducting surveys to understand their behaviors
regarding healthy lifestyle choices and engagement in physical and sports activities. The
marketing manager and individuals who monitor the social media and marketing activities are
assigned with the tasks of evaluation. The monitoring and evaluation stage also includes
informing the stakeholders and external partners of CUD about the campaign and its aims to
promote healthy lifestyle choices among the students at CUD (cud.ac.ae, 2018). A music event
or sports event like a football or cricket match could be held for engaging more people and
ensuring that they feel interested to take part in the campaign and become aware of preventing
unhealthy habits.
Budget
The budget incurred for the campaign is represented below.

SOCIAL MEDIA AND MARKETING
References
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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
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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.
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
156-160.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
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Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
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