Introduction to Social Marketing

The course provides an introduction to social marketing - a methodology for developing behaviour change programmes. The course covers the basic principles and terminology and provides delegates with a working knowledge of the social marketing planning process. Delegates will leave the course able to review the effectiveness of their existing programmes in achieving behaviour change for a social goal and understand what is required when developing new programmes.

The course introduces a process for developing behaviour change programmes aimed at achieving a social goal rather than a commercial goal. Delegates will have a better understanding of what prevents and what encourages target audiences to adopt identified behaviours and use this understanding to improve the effectiveness of their programmes.

Delegates will be able to review existing programmes and improve their effectiveness in changing the target audience’s behaviours. The course will help commercial organisations improve their corporate social responsibility programmes and help public sector organisations achieve the increasingly challenging targets set by government and other funders.

The course is aimed at people working in a wide range of fields (transport, environment, health, financial services, crime, CSR etc.) who are seeking to influence people’s behaviours for a social good. The course is primarily aimed at practitioners and middle managers who are new to developing behaviour change programmes or those staff who are looking to improve the effectiveness of existing programmes.

• The course covers an introduction to social marketing and provides delegates with an overview of the social marketing planning process:
• An overview of social marketing, with a number of social marketing examples.
• The eight criteria that make up a successful social marketing intervention and an overview of the social marketing planning process.
• Delegates use a number of the planning tools and see what the barriers and benefits are in changing a target audience’s behaviour.
• Delegates have the opportunity to develop a social marketing intervention plus a discussion on taking the learning from the course back to the workplace.
  

The delivery style is a combination of presentations and group work, with the morning sessions providing the theoretical background for the afternoon practical session. The practical session will involve delegates working through a case study using the principles of social marketing.