Social marketing
behavior change for social good
Note:
Part 1. Understanding social marketing -- Defining and distinguishing social marketing -- 10 Step strategic planning model -- Research options -- Behavior change theories, models, frameworks – Part II. Determining plan purpose, focus, audience, behaviors, insights -- Social issue, purpose, focus, situation analysis -- Selecting priority audiences -- behavior objectives and target goals -- Audience insights – Part III. Developing marketing intervention strategies -- Crafting a desired positioning -- Product: creating a product platform -- Price: determining incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers, and creative strategies -- Promotion: selecting communication channels – Part IV. Managing social marketing programs -- Monitoring and evaluation -- Budget and funding plans -- Implementation and sustaining behaviors plans