Developing a Social Marketing and Communication Strategy - Course 3 (self-learning version)

INTRODUCTION
The course Developing a Social Marketing and Communication Strategy is the third of 5 courses that make up the Social Marketing for Public Health Program. This learning program aims to train public health professionals from the Americas region to implement social marketing programs, apply commercial marketing strategies in search of behavior change in the population, promote healthy habits, or prevent diseases.

The first course of the program, Introduction to Social Marketing for Public Health, addresses this discipline’s essential theoretical aspects and is a prerequisite for taking the rest of its courses. The second course of the program, Initial Planning in Social Marketing for Public Health, covers how to formulate the health problem, select the specific behavioral approach, determine the target audience, and plan the formative research. This third course will guide participants in the development of a strategy workbook and in the design of the promotion components of a social marketing strategy, including the creative brief, communication plan and creative concepts.

LEARNING OBJECTIVES
Upon completing all the activities of the course, you will be able to:

  • Assemble research findings to identify, select and understand “audience insight”, to build a social marketing strategy workbook.
  • Develop a creative brief.
  • Define measurable communication goals and structure a communication plan.
  • Define a creative concept.
  • Plan concept testing and pre-testing activities.

TARGET AUDIENCE AND PREREQUISITES
The Social Marketing for Public Health Program is aimed at public health professionalsfrom the Latin American and the Caribbean region who work in areas such as health promotion, chronic noncommunicable diseases, nutrition, smoking, alcoholism, among other areas, that share the need to influence people’s behavior to improve their quality of life. To access this course, participants should have completed the first course of the Program: Introduction to Social Marketing for Public Health, available here: https://bit.ly/PAHOVCSocialMarketingPublicHealth and the second course: Initial Planning in Social Marketing for Public Health, available here: https://bit.ly/PAHOVCPlanningSocialMarketingPublicHealth

ESTIMATED COURSE DURATION
We estimate that you should dedicate around 3 hours to complete all the activities of the course, including the optional ones, which are indicated in the title of the resources.

COURSE MODALITY
Self-paced without a tutor, with open registration and permanently available to all people interested in social marketing applied to public health. There is no deadline to complete this course in the self-paced without tutor modality. Participants must complete the first two courses of the Program to have access to this one.

COURSE STRUCTURE
Learning resources are organized as follows:

  • Lesson 1: Assembly a social marketing strategy workbook
  • Lesson 2: Audience insights and strategic decisions
  • Lesson 3: Creative brief development
  • Lesson 4: Communication plan
  • Lesson 5: Creative concepts
  • Lesson 6: Concept testing
  • Lesson 7: Pre-testing and implementation