Planning and Development of the Social Marketing Program for Public Health (2022 Edition)

The “Planning and Development of the Social Marketing Program for Public Health” course is the second and last of the courses that make up the Social Marketing Program for Public Health. 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.
Upon completing the 2-course program, participants will be able to direct or supervise social marketing programs in their territories, make informed decisions, and apply a systematic 5-stage process that ranges from problem formulation to monitoring and evaluating the plan.
 
LEARNING OBJECTIVES

  • Identify the steps to follow to navigate the platform and complete the course.
  • Formulate the statement of the problem you want to address through a social marketing intervention.
  • Describe the main formative research methods available for social marketers.
  • Identify the resources needed to conduct formative research.
  • 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.
  • Distinguish the key features of the implementation process in social marketing.
  • Distinguish the key features of the implementation process in social marketing.
Last update: 11/Jul/2022