Development and Implementation of a Social Marketing Program for Public Health - Course 4 (self-learning)

INTRODUCTION
The course Development and Implementation of a Social Marketing Program for Public Health is the fourth 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. The third course, Developing a Social Marketing and Communication Strategy, guides participants in developing a strategy workbook and designing the promotion components of a social marketing strategy, including the creative brief, communication plan, and creative concepts.

This fourth course delves into how to get ready to launch a social marketing intervention from the development of the action plan, making considerations regarding staffing, costing, budgeting, up to how to address emerging challenges and seizing opportunities during the implementation of the program.

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

  • Distinguish the key features of the implementation process in social marketing

TARGET AUDIENCE AND PREREQUISITES
The Social Marketing for Public Health Program is aimed at public health professionals from 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, the second course: Initial Planning in Social Marketing for Public Health, available here: https://bit.ly/PAHOVCPlanningSocialMarketingPublicHealth, and the third course: Developing a Social Marketing and Communication Strategy, available here: https://bit.ly/PAHOVC-DevelopSocialMarketingCommunicationStrategy

ESTIMATED COURSE DURATION
We estimate that you should dedicate around 2 hours to complete all the course activities, 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 three courses of the Program to have access to this one.

COURSE STRUCTURE
Learning resources are organized as follows:

  • Lesson 1: Action plan
  • Lesson 2: Preparing for launch
  • Lesson 3: Implementing a quality program
  • Lesson 4: Implementing a quality program: A case study