Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

How do you break bad habits and change people’s lives for the better? There is rapidly growing interest in social marketing by policy-makers in health, the environment, crime-prevention and other social areas to tackle these issues. With emerging professional standards, new social marketing principles, and opportunities for public-private partnerships, this growing profession is at the forefront of public engagement, whether you are working in the health service, business, or voluntary sectors.

The purpose of this course:

How do you apply consumer insight, strategic marketing principles and social theory to reduce smoking, tackle growing obesity, increase physical exercise or encourage sustainable lifestyles? This is social marketing. This one-day course familiarises you with the core principles and processes, and shows how to apply some of the key tools and techniques.

Who this course is for:

You don’t need to be a marketer to derive value from this course. The main requirement is that you need to influence positive public behaviour and would like to improve your strategic approach. Whether from a marketing, communications, social service, public or private sector background, you can learn how to rethink the way you do things for greater impact.

Benefits for your organisation:

If your organisation seeks to improve public health and well-being, safety, environmental lifestyles or promotes a social cause, it will benefit by improving its strategic approach for higher impact and sustained outcomes. Improved commissioning, structuring, delivery and resourcing of services and campaigns can result from insight and customer-centric approaches.

Benefits for you as an individual:

You will learn how to enhance your skills to achieve positive social and environmental good. Your learning will enable you to review your current workplace approaches, design customer-driven strategies, and implement targeted behaviour change programmes based on sound marketing and social science principles.

You will learn how to:

On completion, delegates will have a broad understanding of:

• How to apply social marketing’s core concepts, processes and theoretical principles
• The benefits of a social marketing approach
• Why and how social marketing is customer-driven
• The value of segmentation in the social marketing context
• Why it is important to involve others
• Where and how social marketing can be applied
• Where and how some of the key tools and frameworks can be applied
• How to evaluate progress and return on marketing investment
• The strengths and weaknesses of social marketing

Your learning will enable you to apply a strategic social marketing process using a range of tools and techniques to assist you.

Course content:

Understanding social marketing;

• What is social marketing?
• Why is it particularly important in the public sector?
• Demonstration of the core principles through case examples
• Summary of the core principles – behaviour goal, beneficial outcomes, social theory, insight, segmentation and stakeholder engagement

Introducing the process, tools and frameworks;

• Benchmarks – the core components of good social marketing
• How to develop your strategy using core tools
• How to develop your tactics using core tools
• How to measure your performance
• Overview of strengths and weaknesses of social marketing

To take away from the course:

A selection of tools and frameworks will be available for delegates to use in the workplace for strategic design of approaches. These include:

• PESTE and SWOT analysis
• Stakeholder mapping
• 4E’s Behaviour Change Framework
• Beneficial outcomes approach

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework