Social Marketing: Three Concepts and Three Principles
by Professor Jeff French
Social Marketing concepts and principles are not of themselves a process or recipe for success; rather they are the ingredients necessary for successful social programs that seek to influence behavior. It is important that they are not confused with ‘process planning models’ i.e. how to plan and deliver or do social marketing such as the STELa social marketing planning model. There are specific process planning models for this purpose. Instead, the concepts and principles of social marketing are essentially the key elements that indicate if a programme is applying a social marketing approach. It is also important to recognise that these concepts and principles are not a random or arbitrary collection; rather they are derived from an evidence and experiential base about what works and what does not in the development and delivery of public sector programmes designed to deliver measurable change in behavior.
Last Updated on Thursday, November 19, 2015 11:28 AM
The International Social Marketing Association (iSMA) webinar series provides timely, widely relevant and ‘newsworthy’ information on evidence-based social marketing advances and resources worldwide.
January 31, 2017
Qualification and Professional Standards in the Field(s) of Social Marketing and Behaviour Change
with Matthew Wood (Brighton University, UK) and Phillip Holden (University of Greenwich, UK)
How should qualified Social Marketers and behaviour change agents be recognized? This webinar discusses a proposal for ESMA / iSMA / AASM / SMANA to formally assess and endorse existing qualifications awarded by recognised bodies (e.g. universities) and, where certain criteria are met, to make an additional award such as an ESMA/iSMA/AASM/SMANA certificate or diploma in social marketing.
Last Updated on Wednesday, January 18, 2017 12:23 PM