Review and interpret the results and wider implications of social marketing activities
Overview
This standard is about reviewing social marketing activities, analysing and interpreting the results and their wider implications. For example, how the learning from the results of one social marketing programme could be transferred to other contexts and issues. The scope may focus on the social marketing activities of a specific organisation or may involve a broader remit for monitoring and interpreting the results of social marketing activities across a range of organisations, contexts or issues.
This standard is for professionals in managerial roles who are responsible for reviewing and interpreting the results of social marketing activities and their wider implications.
Performance criteria
You must be able to:
- establish the scope of the social marketing activities to be reviewed
- obtain all data and information relating to the social marketing activities
- verify the validity and reliability of the data and information, undertaking further investigations where necessary
- evaluate the effectiveness of the social marketing activities, making comparisons with alternative strategies
- use the relevant methods to interpret the data and information, forming hypotheses about what works, what does not work and why
- analyse and evaluate the results achieved, including the full range of factors which may have affected the results
- compare your own interpretations with similar areas of work for corroboration or contradiction
- encourage the target groups, partners and key stakeholders to provide feedback on your interpretations
- amend your interpretations as necessary in accordance with feedback and recommendations
- specify any remaining areas of uncertainty in your interpretations
- consider the wider implications of the results and reflect on the learning which could be transferred to other contexts or issues
- communicate the results of social marketing activities and disseminate the learning
- assess how the learning confirms or contradicts the theories and paradigms underpinning social marketing
- collate the lessons learned to advise the social marketing programmes
- ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- the scope of the social marketing activities for review
- the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
- how to obtain data and information contained on the social marketing activities
- the social marketing compatible marketing mix models
- the methods of evaluating the information
- the comparison methods for the social marketing activities and strategies
- how to form the hypotheses on the outcomes of the social marketing activities
- how to analyse and evaluate the results achieved
- the methods of collating the feedback on the interpretations from the target groups, partners and key stakeholders
- how to implement the feedback and recommendations to review your interpretations
- the wider implications of the results of social marketing activities
- the theories and paradigms underpinning social marketing
- the relevant reporting procedures for recording the interpretations that can be applied to other contexts and issues
- the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
Glossary
Scope
This may focus on the social marketing activities of a specific organisation/partnership or may involve a broader remit for monitoring and interpreting the results of social marketing activities more generally across a range of organisations/ partnerships, contexts and/or issues
Stakeholders
These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address.
Links To Other NOS
External Links
Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html
Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf
Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf