‘Perceptions and responses to social marketing
Cardiff Metropolitan University
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The study looked at how the student culture perceives the current approaches that social marketing campaigns are taking to stabilise the growing and prevalent issue of excessive drinking amongst the student population. It looks to uncover the approaches that are currently being taken by social marketers and the marketing factors that influence their campaigns. Put alongside the data gathered, the study looks to see what these social marketers could do differently to control drinking amongst student cultures. The study conducted a series of four focus groups, constructed of five participants each, evenly split between males and females. Views of participants were constructed into themes which represent the findings of the study and the major factors that influences the student population in regards to excessive drinking. Unfortunately, as the current social campaigns
BA (Hons) Business and Management Studies with Marketing
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