course ID: 2020_cSM

Changing behaviors through an upstream and downstream approach to social change


  1. Behaviour and how to influence it. How behavioural sciences can be used to inform the development and delivery of effective Social Marketing programmes
  2. Why Citizen centric policy and programme development is necessary to achieve the SDGs and health goals.
  3. The key concepts and principles of good practice in Social Marketing practice and how these concepts can help guide the selection of an optimum mix of interventions to achieve programme goals and empower citizens
  4. How Social Marketing adds value to policy selection, strategy development and the operational delivery of social programmes.
  5. Behavioral theory and its implications for Social Marketing and public health strategy.
  6. Generating insight and building segmentation models to aid targeting of Social Marketing programmes.
  7. Developing social value propositions.
  8. How and when to use different Types and Forms of Social Marketing interventions including: information and awareness approaches, infotainment and gamification approaches, education and community engagement approaches, control and punishment approaches and design approaches.
  9. Social Marketing strategy development and operational programme delivery and management. Including the application of systems thinking.
  10. Building social programme coalitions and maintaining them. Asset management including stakeholder and partner engagement and management in Social Marketing
  11. The Social Marketing planning process including: scoping, testing, enactment, learning and implementing learning.
  12. Ethical considerations in planning delivering and evaluation Social Marketing and how to deal with them.
  13. Evaluating and assessing the impact of Social Marketing programmes.
  14. Commissioning Social Marketing. What funders and sponsors of programmes can do to ensure that social marketing programmes are developed and delivered in such a way as to enable meaningful evaluation and inform future investment decisions
  15. Taking learning back to work, how to embed Social Marketing principles into organisations operating DNA.


Course Aim:

This course aims to give those attending a grounding in key Social Marketing theory, concepts, planning and techniques in relation to public health protection and health promotion. Participants will have an opportunity to explore how these concepts and techniques can be applied in the design, delivery and evaluation of programmes intended to influence the behaviour of target groups, partners and stakeholders.

Course Objectives:

Those attending the course will:

  • Understand the key concepts that underpin Social Marketing theory and practice and be able to identify good practice in Social Marketing.
  • Understand how behavioural sciences, management and marketing theory can be applied to select and implement effective programmes.
  • Be aware of and have explored how to set out social marketing strategy and plans. Including the development of aims, goals and smart objectives and congruent evaluation metrics.
  • Understand the range of intervention options that can be brought together in a social marketing intervention mix strategy, including, promotional strategies, engagement strategies, control strategies, and design strategies.
  • Understand how to develop citizen focused value propositions that have a measurable impact on public health.
  • Understand and be able to give examples about how to evaluate and improve Social Marketing programmes.


Completion of set of pre-course reading

Jeff French

Prof. of Social Marketing
Strategic Social Marketing &
ESMA board member


Julie Huibregsten

Social Marketing Specialist

ESMA Board member