MKT3SEM La Trobe: Social Marketing Plan for Cyberbullying in AU

This report presents a social marketing plan designed to decrease cyberbullying in Australia, developed as part of the MKT3SEM course at La Trobe University. The plan includes an analysis of cyberbullying literature, identification of knowledge gaps, and definition of the social marketing problem. It incorporates a situation analysis using SWOT and PESTLE frameworks, stakeholder and partner analysis, and upstream policy considerations. The plan applies social marketing theory and addresses segmentation and targeting strategies. Furthermore, it details the marketing mix (4Ps), focusing on people and partnerships, and outlines implementation and evaluation methods using online and digital marketing platforms. The report provides a comprehensive approach to addressing cyberbullying through strategic social marketing interventions.

Running Head: SOCIAL MARKETING
Social marketing
Name of the student
Name of the university
Author’s note

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1. Cyberbullying Supporting literature and Knowledge Gap?
According to the author (Modecki et al., 2014), it is an activity that is carried on
intentionally to cause the reputation and goodwill of an individual or to the business firm. It is
undertaken to cause harm mentally and physically. Social media is one of the platforms where
this kind of activity primarily takes place. It takes place by means of the cell-phone, computer,
and tablets or through any other electronic means. It takes place by means of the SMS, text
messages, app, social-media platform like that of business profile LinkedIn, and that of
Facebook. It is an activity of sharing and posing hoax by claiming a false statement. However,
this activity is carried on for fun.
According to this specific author (Vivolo-Kantor et al., 2014), it is an activity that is
being carried out to cause harm to the reputation of the firm and that of the concerning body.
This is being done intentionally to pull name so that it can be highlighted in the media. Thus will
avail much of the opportunity for the rival firms to proceed with their product offerings.
However, the government and cyber security has been undertaking much of the efforts towards
such criminal offence. This is mainly carried out by the professionals who have a sound
knowledge of the cyber platform and who are having sound knowledge in regard to how to hide
their identities and to carry out the activity anonymously.
This is an activity that is being carried out in the presence of the bulk of the consumers,
such that the flow can take place at a very fast pace. On the other perspective, Internet trolling
and that of the meme is one of the activities that is being carried out to pull the name of the
subject body. Sometimes it also takes place within the gaming platform as there is a presence of
the number of youngsters who will be the potential consumers of the future market. This is a paid

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activity such that third party pays to an expert to carry on the trolling or cyberbullying activity on
a strategic basis to pull its name in the media and among the eye of the consumer market.
However, the identity of the party remains hidden.
2. Social Marketing Problem?
The major areas of issues that take place within the social marketing are as design,
implementation, and control of programs aiming towards the acceptance of a social ideal within
the targeted group.
However, this specific set of issues takes place based on market analysis, market
segmentation, product strategy development, pricing strategy development, channel strategy
development, communications strategy development, organizational design and planning, and
evaluation (Hastings et al., 2017).
3. Situation Analysis, Stakeholders and Partners, Upstream Policy Issues?
Situational analysis:
The SWOT and that of the PESTLE analysis can be undertaken to understand the
dynamic changes that are taking place within the business environment. Apart from that, it avails
the opportunity to not only focus upon the internal business environment, but it also lays focus
upon the external business environment as well.
There are a number of possibilities that is possible because of the social media marketing
platform. However, this set of benefits is only possible because of the huge number of presence
of the consumers within the online social media channels.

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Stakeholder’s analysis:
A number of conflicts take place among the internal as well as among the external
stakeholders of the company. On the other perspective, this issue rises up to huge extent such
that chaos takes place among the different stakeholders. The conflict hike up such that
sometimes it even leads to the closure of the business firm. If the issue is not resolved, then they
are bound to take the help of the court of law in case of any monetary distribution policy or case
of any major area of concern. However, there is a requirement for the internal as well as for the
external stakeholder bodies to understand the essence of trust (Missonier et al., 2014). However,
trust is very rare in business perspective, but before the chaos takes place there is a need to
evaluate the situation.
Figure: Stakeholder Interest
Source: (MindTools, 2019)

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Partner’s analysis:
There lies a broad segment of the partners for whom a brand is able to generate its image
in the eye of the consumer market, they are as follows (Robert Knechel et al., 2015):
 Affiliates - this is oriented with a commercial arrangement.
 Intermediaries – This is oriented with websites that provide service such as price
comparison or aggregators.
 Influencers – This is oriented with that of bloggers who post about the company related
statement.
 Link partners - partners you can co-operate with to help SEO.
 Advertising partners – This is one of the primary partners who is focused upon a positive,
healthy long-term relationship.
 Syndication partners - partners who will share your content with you online.
4. Social Marketing Theory?
It is a theory that is oriented with how socially valuable information’s and data’s can be
valuable. This theory is most accepted by the social and that of the welfare organisations to
promote or discourage behaviours. It is an administrative theory that seeks to outlay a framework
which can be undertaken for the sole purpose of designing, implementing, and evaluation of the
information campaigns (Brennan et al., 2014). On the basis of the information’s criteria, the
target audience is being set fixed. The gathering set of information’s is then grouped into one
single package with the aim to introduce it in the eye of the intended audience market.

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5. Segmentation & Targeting?
Market segmentation: This is one of the decisions making a stage where the marketers
try to evaluate the consumer market on the basis of the specific traits this trait range from that of
the behavioural, cultural, geographical, and that of the economic traits. The entire consumer
market gets divided into small miniature or mediocre groups. These groups are being decided
based on the similar characteristic traits. The consumption behaviour, purchasing power, future
expectations, and that of the flow of demand these things are being considered while segmenting
the entire consumer market. However, this stage is being possible with the introduction of the
Targeting stage.
Targeting: This is composed of attractive potential consumers using attractive
advertisement activity. On the other hand, it is the advertisement partners that convey the
meaningful information’s in regard to the concerning business firm and that of the product
offerings that is being made. However, this stage is being achieved upon the proceedings of the
segmentation stage. There is the various mean of media partners and advertisement channels.
The use of the different mode is being undertaken to convey meaningful information’s to the
potential audience in order to penetrate the desired consumer market (Dietrich et al., 2017). On
the other hand, the use of the performance metrics is being undertaken to measure the extent of
output that is being achieved.
6. The marketing mix (4Ps)?
The marketing mix is as follows; they are as:
People: This is oriented with that of the consumer market that is each of the individual form that
of the diversified set of the consumer segment. This are the potential persons for the generation

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of the revenue for the concerning business firm. On the other hand, we can have a pretty good
idea in regard to how the flow of false information’s causes the entire consumer market. They
fail to gain faith in the specific brand such that the ongoing consumers of the brand fail to be
loyal anymore and shits towards the rival brands for the sole purpose of the consumption
activity.
Place: This is composed of the distribution channel — the manner in which the end final
commodity reaches to the consumer marketer to the desired retailer. The flow of false
information attracts the mind and the vision of the distribution channel too such that they do not
desire to undertake any further activities with that of the concerning business firm as a fear of
loss of reputation regarding the name of the firm.
Price: This is oriented with the pricing strategy, the price of the product falls as of when the
economy precepts negative vision in regard to a specific brand (Huang et al., 2014). The price is
falling to maintain the presence of the market. However, if the flow of false information’s is too
huge extent, then it will hardly take a minute for the brand to lose its entire consumer market.
Promotion: This is composed of promotional partners such as that of the media and that of the
local retailers. They are the ones that make the product available to the needy ones, on the other
hand; if their interest is not given any special priority, then they fail to make the product
available within the consumer market. Cyberbullying hugely affects this specific stage as a major
proportion of the activity is concerned with this step.
7. Implementation and Evaluation?
The use of the online marketing platform is to be undertaken to penetrate the major
regions of the potential consumer market. On the other hand, the use of the digital marketing

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platform will be undertaken as there are many online tools that help in the monetisation of the
advertisement programmes. On the other hand, the features of making the advertisement
available at different point of time help in gaining a competitive advantage over the other rival
business firms.

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References
Brennan, L., Binney, W., Parker, L., Aleti, T. and Nguyen, D. eds., 2014. Social marketing and
behaviour change: Models, theory and applications. Edward Elgar Publishing.
Dietrich, T., Rundle-Thiele, S. and Kubacki, K., 2017. Segmentation in Social Marketing.
Springer Singapore:.
French, J. and Gordon, R., 2015. Strategic social marketing. Sage.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Missonier, S. and Loufrani-Fedida, S., 2014. Stakeholder analysis and engagement in projects:
From stakeholder relational perspective to stakeholder relational ontology. International
Journal of Project Management, 32(7), pp.1108-1122.
Modecki, K.L., Minchin, J., Harbaugh, A.G., Guerra, N.G. and Runions, K.C., 2014. Bullying
prevalence across contexts: A meta-analysis measuring cyber and traditional bullying.
Journal of Adolescent Health, 55(5), pp.602-611.
Robert Knechel, W., Vanstraelen, A. and Zerni, M., 2015. Does the identity of engagement
partners matter? An analysis of audit partner reporting decisions. Contemporary
Accounting Research, 32(4), pp.1443-1478.

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Strauss, J., Frost, R. and Sinha, N., 2014. E-marketing. Upper Saddle River, NJ: Pearson.
Vivolo-Kantor, A.M., Martell, B.N., Holland, K.M. and Westby, R., 2014. A systematic review
and content analysis of bullying and cyber-bullying measurement strategies. Aggression
and violent behavior, 19(4), pp.423-434.