Learning Objectives

After completing this module, you will be able to

• Explain the purpose of the strategy development phase and describe why it's important.
• Describe three general principles of the strategy development phase.
• Explain how to use evidence in the selection of interventions.
• List possible audience segments; analyze options, and select a target audience.
• Describe the benefits of a good audience segment description.
• Identify secondary audience(s).
• List possible behaviors to change; analyze options and select a behavior to change.
• Explain how to write SMART behavioral objectives.
• Explain what "marketing mix" is and define each component.
• Describe how each component of the marketing mix influences key strategy decisions.