Question

Topic: Student Questions

Cause Related Marketing Thesis Idea

Posted by Anonymous on 12/9/2008 at 2:01 PM ET 150 Points
I am currently thinking about writing a marketing thesis. Put simply it is "parents and schools awareness and attitudes towards cause-related marketing schemes directed at children"

The schemes I am talking about are "Tesco computers for schools" if you are familiar with that one, and others like that one. Basically I want to conduct a survey of 100 or so parents questioning how the combination of these schemes along with their "pester power" children (aged 5-12) has affected their grocery shopping behaviour.

In terms of schools, I was thinking about interviewing 4-5 school principals from lower, middle and upper class areas to see how they evaluate these schemes (which I am guessing they don't).

Anyway, just wanted to see what people thought of the idea and if you had any input or changes you would make to my initial idea.

Its from an Irish perspective btw.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 12/10/2008 at 8:59 AM Accepted
    https://www.markconroy.net/content/opposing-tescos-computers-schools-scheme

    I'm sure you've done some research already and found lots on the internet, including the above post.

    Here in the States, we're pretty fed up with the magazine drives, overpriced cookie dough and pizza sales, etc. My sister-in-law's school did away with all that and went with a 5K fundraiser at the school: the kids pledge to walk, and get sponsors to pledge donations per mile, the parents provide the snacks, the kids decorate and walk with their families. It's been very successful.

    Recommend a book I'm currently reading: We Know What You Want by Martin Howard. His foreword has piqued my curiosity about his other books, all about the symbiotic relationship between marketers and consumers, how "they" persuade us, and how we cooperate with the game.

    Also, an interesting bit I heard on NPR yesterday about neuromarketing: https://www.npr.org/templates/story/story.php?storyId=1592799

    The psychology of consumer behavior is very interesting to me. Best of luck.

    Leslie
  • Posted by Jay Hamilton-Roth on 12/10/2008 at 9:26 AM Accepted
    Don't forget to also try to get before/during/after sales data from Tesco. Let's say that the public hates the campaign, but Tesco's sales increased 20%. What does that mean to your thesis: was it the campaign a success or failure?
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Student Questions)