Draw upon your knowledge of CBSM, together with the CB principles you learned regarding the motivations,

values, personality, perceptions and self-concept that drive consumers to behave in certain ways, to:

• Design a program to change your behaviour, and students like you, towards an improved sustainable

behaviour on Swinburne’s Hawthorn campus

You will need to use the CBSM framework (first 3 steps) and the tools for influencing behaviour change to

complete this task. Be sure to first think about ‘what’ you want ‘students like you’ to do!

1. Decide on the behaviour you want to target (5%)

2. Identify any barriers and benefits to this behaviour if it were adopted (10%)

3. Using the toolbox, design a program that would help overcome these barriers and thus motivate you,

and students like you, to adopt the new behaviour (55%)

4. Draw upon your knowledge of other aspects of the course (weeks 3-5) to supplement your points

above. For example, does your understanding of ‘perception’ influence how you might design

strategies to reach ‘you’? (30%)

Write this as though you are doing this work for a client – so imagine that Swinburne’s Executive Committee

has commissioned you to do this work. Be sure to provide them with clear recommendations on what should

be involved in your CBSM program.

You need to produce a well-articulated, succinct no more than 10-page business-style report containing:

• Cover Page (Title and name, student ID, date, etc)

• Executive Summary (no more than 1 page – not included in the word count)

• Table of Contents (no more than 1 page – not included in the word count)

• Introduction, sustainability issues on campus, CBSM framework, target market (students like you)

(no more than 1.5 pages)

• Identify the behaviour you want to change and why (justify using the benefits) – and discuss what

barriers students currently experience which explains why they are not readily (or easily) taking up

this new behaviour. Draw upon your knowledge of other aspects in the unit (maximum two

theoretical areas) to explain these barriers (no more than 2 pages)

Attachments:

MKT20025-Assi….pdf

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