Goal

Social Marketing is a consumer driven approach to developing behaviour change initiatives that draws best practices from commercial marketing, but uses these to benefit public health, economy, environment, and society. This module is designed to provide students with an understanding of the principles and practices of social marketing as they relate to public health promotion. The key concepts and conceptual frameworks and their implications on public health and social change initiatives will be examined. Upon completion of the module, students will be able to:

• describe the key concepts in social marketing
• define the social marketing process
• describe effective social marketing strategies
• develop a comprehensive plan for changing and improving health behaviours

Contents

• social marketing and health communication principles
• determinants of behaviour and demand generation
• audience analysis, segmentation, and co-creation
• social marketing strategies

Methods

This is a hands-on, interactive module where students will hear lectures, but also do group work and receive immediate feedback from the instructor. Social marketing addresses a broad range of health, social, and environmental issues and this module will allow students to focus on relevant topics of interest to them (e.g., smoking cessation, nutrition, physical activity, HIV prevention, access to services, sustainable living, climate change, etc.).

Students should plan to spend approximately 5 hours in reading and preparing for the module. During the module, students may need to spend approximately 2 hours in the evenings preparing for the next day activities. The final day will include group presentations.

Exam

Group work and presentation

Preparation and postprocessing

10 hours preparation, 1 hour postprocessing

ECTS Credits

2 ECTS Credits

Target audience

• Public health specialists, health promoters, educators, psychologists, sociologists, industry reps, physicians, and marketers
• Campaign designers and evaluators
• Future and current social marketers
• Decision makers, policy makers, and policy influencers

Organisation

Università della Svizzera italiana, Lugano
Institut für Epidemiologie, Biostatistik und Prävention der Universität Zürich

Module lead

Prof. Dr. L. Suzanne Suggs, Institute of Public Health and Institute of Communication and Public Policy, Faculty of Communication, Culture and Society, Università della Svizzera italiana

Lecturers and tutors

Prof. Dr. L. Suzanne Suggs, Institute of Public Health and Institute of Communication and Public Policy, Faculty of Communication, Culture and Society, Università della Svizzera italiana

Dates

2 to 4 March 2022

Location

Cyberspace/ Zoom

Fees

CHF 1'600.-

Registration deadline

02.01.2022

Additional information

Teaching language is English.