PBAF 599C summer Social Marketing course

Public Health Major Seniors By Permission


Course Instructor: Nancy R. Lee

Course Title: Social Marketing: Changing Public Behaviors for Good

Course Date: A Term (June 22-July 22)

Course Time: Tuesdays and Thursdays 4:40-7:20

Course Description:

This course provides an indepth and hands-on introduction to Social Marketing, a proven behavior change discipline first distinguished in the early 1970s. It has had a profound impact on influencing citizen behaviors that:

  • Improve public health: Tobacco, HIV/AIDS, Obesity, Immunizations, Physical Activity
  • Prevent injuries: Traffic and Pedestrian Safety, Workplace Safety, Drowning Prevention
  • Protect the environment: Water Quality, Water Conservation, Air Quality, Alternative Transportation, Energy Conservation, Waste Management, Fish and Wildlife Habitats, Stormwater Runoff
  • Contribute to communities: Blood Donation, Crime Prevention, Literacy, Voting

Course Learning Objectives:

  1. Understand the Social Marketing definition, planning process and keys to success.
  2. Identify appropriate applications for Social Marketing.
  3. Identify relevant methods and applications for marketing research.
  4. Learn a 10 step model for developing, implementing and evaluating a strategic social marketing campaign.
  5. Develop a social marketing plan, with a 4-5 person team.
  6. Discuss ethical principles that guide social marketing practice.

Course Text:

Social Marketing: Changing Behaviors for Good (5th Edition)

Nancy R. Lee, Philip Kotler (SAGE Publications, 2015).