Weekly Readings
Week 1
- Intro to social marketing
- Readings
- Brief history of Social marketing
- Understanding social marketing
- Design principle: White space
Week 2
- Social marketing basics
- Readings Ch 1 and 2 in Ebook
- Ethics in Social Marketing
- Design principle: Unity
Week 3
- Social marketing process and marketing mix
- Readings Ch 3 and 4 in Ebook
- Introducing SARAH
- Design principle: Architecture
Week 4
- Research/analysis
- Readings Ch 5 and 6 in Ebook
- Analysis of community problems
- Root cause analysis
- Using 5Ws and H
- Design principle Typography
Week 5
- Conducting Formative Research
- Ethical issues in social marketing
- Readings Ch 7 in Ebook
- Using formative research: case study
Week 6
- Strategy development and Audience segmentation
- Readings Ch 8 in Ebook
- Audience segmentation
- Promoting behavior change
- The transtheoretical model of change/ stages of change
Week 7
- Campaign Goals and Objectives
- Readings Ch 9 in Ebook
- Understanding the difference between Goals and objectives
Week 8
- Programming and communication design
- Readings Ch 10/11 in Ebook
- Community Outreach
- Community marketing starting template
Week 9
- Appropriate channels and creative communication
- Readings Ch 12/13 in Ebook
- Identifying appropriate channels
- How to write a radio script
Week 10
- Pretesting principles and results
- Readings Ch 14/15/16 in Ebook
- What is it
- Why and how to pretest
Week 11
- Implementation plan and traditional media
- Readings Ch 17/18/19 in Ebook
Week 12
- Evaluation and feedback
- Readings Ch 22/23/24 in Ebook
- Framework for evaluation
Week 13
- Evaluation report writing
- Readings Ch 25 in Ebook
- Reporting on evaluation
Week 14
- Group presentations
Week 15
- Final exam
