• Course Overview
• Social Marketing Basics
• Module 1
• Module 2
• Module 3
• Module 4
• Module 5
• Module 6

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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