Social Marketing
Nutrition and Physical Activity


Course Overview

Course Objectives

  1. Explain basic concepts of social marketing, including definitions of key terms and how social marketing is different from traditional public health planning.
  2. Create a problem description for a social marketing plan.
  3. Explain the formative research process and how to use it to understand a target audience.
  4. Use formative research to select an audience segment, secondary audiences, behavior(s) to change, and an appropriate marketing mix.
  5. Develop a detailed intervention design based on chosen strategies and audience research.
  6. Write an evaluation plan for a social marketing program.
  7. Discuss the process of implementing a program.

Target Audience

The target audience is public health professionals (or those working with public health professionals) who work in the fields of nutrition, physical activity, or obesity prevention.