MBM3783: Social Marketing Case Study, UoTS, Malaysia A local woman claims to have been cheated of over RM1.4 mil after meeting someone online who claimed to be a South African engineer

University UNIVERSITY OF TECHNOLOGY SARAWAK (UoTS)
Subject MBM3783: Social Marketing

A local woman claims to have been cheated of over RM1.4mil after meeting someone online who claimed to be a South African engineer working in New Zealand. Petaling  Jaya district police chief ACP Mohamad Fakhrudin Abdul Hamid said the 54-year-old victim met the suspect on Facebook in April and continued their “friendship” through the WhatsApp app.

He said the two had never met and since April, the suspect had asked the self-employed victim for money to buy raw materials for an unknown project.

“As she trusted him, the victim made 37 transactions to four different accounts totaling RM1,445,900. “Not long after, the victim received a call from a delivery company claiming there was a ‘delivery’ believed to be from the suspect for her,” he said in a statement on Tuesday.

He said following that, the police arrested three African suspects at a restaurant here last  Friday. An investigation revealed that all suspects are United Nations High Commissioner for  Refugees (UNHCR) card holders and had been in Malaysia since 2019.

He said the suspects, aged 35 to 48, were remanded for four days

Questions:

  1. Supposed you are planning a campaign regarding the issue based in UTS, come out with a catchy title and describe the background, the purpose along with the focus of your campaign.
  2. Conduct a SWOT analysis.
  3. Select and describe why are they your target audience.
  4. Set the marketing objective and goals.
  5. Identify the Barriers, Benefits Motivators, the Competition, and Influential Others.
  6. Develop a positioning statement for your campaign

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