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Glossary
Course Overview
Social Marketing Basics
Module 1
Module 2
Module 3
Module 4
Module 5
Module 6
Site Map
Introduction
Social Marketing Basics
Learning Objectives
Scenario 1
What is Social Marketing?
When Should You Use Social Marketing?
Why Should You Use Social Marketing?
Scenario 2
Definitions of Key Terms
What Makes Social Marketing Different?
Audience Orientation
Audience Segmentation
Scenario 3
Influencing Behavior
Competition
Exchange
Scenario 4
Marketing Mix
Scenario 5
Looking Ahead
Social Marketing Planning Process
Six Phases
Expectations for Planning
Main Components of a Social Marketing Plan
Planning Questions
Scenario 6
Summary
Check Your Knowledge
Phase 1: Problem Description
Learning Objectives
Introduction
Why is the Problem Description Important?
Scenario 7
Plan Components for the Problem Description
I. Problem/Health Issue
Define the Problem
Find Existing Information
Scenario 8
Identify Contributing Factors
Scenario 9
Collect and Organize Data
II. Target Audience
Determine Criteria for Selection
Identify Potential Broad Target Audiences
Scenario 10
Identify Audience Influencers
III. Behavior
Identify Broad Behavior
Audience or Behavior: Which Comes First?
Scenario 11
Benefits and Barriers
IV. Strategy for Change
Using Behavioral Theories and Models
Strategies Used in Other Interventions
End Products
Identify Information Gaps
Ready to Move On?
Scenario 12
Summary
Phase 2: Formative Research
Learning Objectives
Introduction
Why is Formative Research Important?
Formative Research Process
Step 1: Analyze Information Gaps
I. Problem/Health Issue
Scenario 13
II. Target Audience
Audience Segmentation
Secondary Audiences
Parents and Children as Secondary Audiences
Analyze Audience Gaps
Scenario 14
III. Behavior
Benefits and Barriers
Think Broadly
Analyze Behavior Gaps
Scenario 15
IV. Strategy for Change
Scenario 16
Step 2: Write Research Questions
Scenario 17
Step 3: Choose Data Collection Method
How to Choose a Method
Common Formative Research Methods
Scenario 18
Step 4: Develop Instrument(s)
Scenario 19
Step 5: Recruit Participants
Screening
Offering Incentives
Biases
Scenario 20
Step 6: Collect Data
Scenario 21
Step 7: Analyze and Report Data
Scenario 22
Ready to Move On?
Scenario 23
Summary
Phase 3: Strategy Development
Learning Objectives
Introduction
General Principles
Be Creative
Consider Policy and Environmental Changes
Keep an Audience Perspective
Using Evidence to Select Interventions
Make Strategy Decisions
Choose an Audience Segment
Scenario 24
Choose an Audience Segment
Choose Secondary Audiences
Scenario 25
Choose a Behavior
Scenario 26
Write Behavioral Objectives
Scenario 27
Develop Product Strategy
Develop Price Strategy
Competition and Exchange
Develop Place Strategy
Develop Promotion Strategy
Scenario 28
Summary
Phase 4: Intervention Design
Learning Objectives
Introduction
Choose Intervention Activities or Components
Example Activities
Coordinate All Activities
Develop Intervention Details
Partnerships and Agreements
Scenario 29
Services or Training
Lessons or Curricula
Messages and Materials
Incentives
Revise Logic Model
Write Process and Outcome Objectives
Pre-Testing
Scenario 30
Review Plan with Partners
Scenario 31
Summary
Phase 5: Evaluation
Learning Objectives
Introduction
Evaluation Purpose
Process Evaluation
Outcome and Impact Evaluation
Steps for Program Evaluation
Step 1: Engage Stakeholders
Step 2: Describe the Plan or Program
Step 3: Focus the Evaluation
Determine the Evaluation's Purpose
Identify Evaluation Questions
Scenario 32
Step 4: Gather Credible Evidence
What to Measure for Social Marketing Programs
Monitoring the Program
Evaluating Product and Price
Evaluating Place and Promotion
Measuring Behavior Change
Measuring Policy and Environmental Changes
Step 5: Justify Conclusions
Step 6: Ensure Use and Lessons Learned
Scenario 33
Summary
Phase 6: Implementation
Learning Objectives
Introduction
Develop Program Budget
Develop Program Timeline
Implementing in Phases
Sustainability
Summary
Scenario 34