Top Three Course Takeaways
- Adopting an audience-based approach to addressing public health problems.
- Applying consumer marketing principles to improve public health and wellness.
- Writing and presenting a social marketing campaign proposal.
Course Topics
Conducting a Situation Analysis
Audience Identification and Prioritization
Behavioral Objective Identification and Prioritization
Theories of Persuasion and Social Influence
Creating a Marketing Plan
Creating an Evaluation Plan
Writing a Campaign Proposal
Course Intensity:
Course Description
Social marketing refers to the application of marketing theory and practices to achieve social objectives.
Social marketing campaigns are concerted, organized efforts to influence people’s health, social, and environmental attitudes and behaviors. Typically, campaigns rely on media messages (such as TV advertisements, signs or brochures, and social media posts) to influence people’s knowledge, attitudes, or behaviors. In this course, students will learn the basics of how to plan a social marketing communication campaign.
Learning Outcomes
Define social marketing
Select appropriate priority audiences and behavioral objectives
Apply communication theory to develop successful campaign promotion strategies
Develop a feasible plan for designing and evaluating a social marketing project
“Pitch” a social marketing campaign plan