This project will analyse data already collected from male non-donors to identify the key marketing communication appeals that can be developed for different male archetypes. Specifically the aim is to identify marketing communication strategies that will effectively generate bookings to donate from current male non-donors.
The student is expected to produce a draft journal article on the topic that will be co-authored with the research team. Skills employed are:
- Literature search
- analysis of qualitative data
- academic writing.