Social Marketing in Government

Overview

Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the behaviour of the public. This course uses a problem-based approach to develop knowledge and skills, requiring participants to work through their own organisational problems using a social marketing framework. It includes both a theoretical component and a series of interactive small-group activities to show participants what social marketing is and how to implement it.

Course Content

This course provides an overview of social marketing, explains the six phases of it, and provides case studies on how to do it. It includes structured small group activities on the fundamentals of describing locally determined community problems, defining the competition and planning the marketing mix. It also covers program monitoring and evaluation.

Course Outcomes

By the end of this course attendees should be able to:

• understand the theory of social marketing and its role in persuading the public to engage in social change
• apply social marketing to government problems requiring participation of various stakeholders
• evaluate the effectiveness and relevance of current government promotional activities
• understand how to achieve the necessary attitudinal and behavioural change of the public (customers)

Benefits to your organisation

• increased capacity to understand what drives the public
• increased ability to influence the public and persuade them to engage in social change

Benefits to you

• increased understanding of social marketing and how to use it
• increased capability to evaluate the effectiveness of current government programs
• increased ability to achieve behavioural and attitudinal changes in customers