Social Marketing Basics

Social marketing is simply marketing to change people’s behaviors.  Changing behavior is not a trivial task and requires a structured approach.  It requires an understanding around the stages people move through to change a behavior, e.g., recycling versus discarding materials, or protecting versus destroying the environment.

Course Content

  • Marketing and social marketing
  • Use of social marketing
  • Recognizing the challenges in behavior change
  • Fundamental principles in applying social marketing tools
  • Individual versus community-based applications
  • Examples and Case study
 

Key Objectives

  • Appreciate and learn the principles of social marketing
  • Learn the nature of behavior change and the challenges therein
  • Recognize the barriers to change, as well as the prompts that facilitate change
  • Understand the steps to implement a social marketing initiative
 

Target Audience

  • Everyone interested in making societal behavior change, especially decision makers.
 

Materials/Text

  • Workbook with references and graphics
  • Approximately 35% of the time is in the presentation mode
  • Client-based case studies, supported by individual and group activities and exercises, serve to reinforce the lessons
 

Course Length

  • One-day (although may be best to spread the learning over time) for up to 25 individuals per session
 

 

  

© 2009 The Baldwin Group, Inc