Social Marketing Academic Competencies PDF Print Email
Written by Winthrop Morgan   

The development of these competencies was formally begun at a collaboratory held at the Social Marketing Conference in Clearwater Beach, FL, USA in June, 2012. Since then, the full list of competencies generated by that discussion have been reviewed and revised by the AASM, ESMA and iSMA Boards of Directors. The iSMA Board approved this version September 19, 2014.  The ESMA and AASM approved earlier in September 2014.   

  • Authors:Australian Association of Social Marketing, European Social Marketing Association, and International Social Marketing Association
  • Intended Audience: Instructors of academic courses and designers of academic and nonacademic certificate programs in social marketing.
  • Intended Use: As a set of participant-focused benchmarks for the development of course curricula and certificate completion requirements. 
  • Limitations: These competencies are not meant to prescribe or restrict the content of academic social marketing degree programs. It is anticipated that degree-granting programs in social marketing may have more competencies than are outlined here.
  • Date of Publication:  September 19, 2014:


Upon completion of a social marketing certificate or academic course, a participant should be able to:

  1.  Describe social marketing to colleagues and other professionals and differentiate it from other approaches to influencing behaviors and social change.
  2. Work with colleagues and stakeholders to identify community, state, province, national, regional, and/or international priorities, and identify those for which a social marketing approach may be appropriate.
  3. Identify and segment populations and select appropriate, high priority segments.
Last Updated on Thursday, October 16, 2014 10:54 AM
iSMA Webinar Series PDF Print Email
Written by Winthrop Morgan   

The International Social Marketing Association (iSMA) webinar series provides timely, widely-relevant and ‘newsworthy’ information on evidence-based social marketing advances and resources world-wide.

Next up: November 12/13, 2014: Your Values or Theirs? Adopting a Novel Citizen-Orientation When Targeting Youth, with Jeff Jordan (USA)

We'll be live-casting from the #ismaWBNR. Join the Twitter conversation, we encourage sharing!

Last Updated on Thursday, October 16, 2014 10:38 AM
Social Marketing Definition PDF Print Email
Written by Winthrop Morgan   

The following definition is endorsed by the Boards of the International Social Marketing Association, European Social Marketing Association, and Australian Association of Social Marketing. 

 Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.

Last Updated on Thursday, October 16, 2014 10:36 AM