Syllabus

Master of Public Health

GPH 765 – Social Marketing for Public Health – Summer A 2023

Credits - 3

Description

Social marketing practice supports social and behavioral changes that increase the well-being and quality of life for individuals, families and societies. This course will equip students with public health skills needed to tackle complex health problems by applying marketing principles and social change tools to inform, design, and implement societal level behavioral changes that are efficient, inclusive, just, equitable, and sustainable.

Course Format

The course will be delivered in 8 weekly online modules, with each module beginning on Wednesday at 12:01 am and ending the following Wednesday at 11:59 pm, except for the last week (Week 8), which will begin on Wednesday and end on Sunday. Students will watch online lectures produced by the course instructor and field experts, engage in readings and other media provided by instructors, and will learn from one another through the discussion board and written assignments. Each section of this course will be facilitated by an instructor with significant professional and academic expertise in the area of study. Individual meetings with the course instructor will be up to the student to schedule

Materials

Lee NR, Kotler P. Social marketing: Behavior change for social good. Sage Publications. 2019.

Learning Objectives and Outcomes

Course Competencies

Differentiate social marketing from other types of consumer marketing theories

Describe the rationale for integrating social marketing strategies into traditional public health program planning, implementation and evaluation

Mastery of the means by which just and equitable social marketing principles can affect social change and quality of life through informed public health practices and principles that include community participation

Utilize marketing concepts and processes to develop public health interventions that create social change for healthier communities

Prioritize and select measurable behaviors (not just awareness or attitudes) of individuals and communities to influence social change through public health measures

Apply just and equitable principles to the conduct of public health research, development, implementation, evaluation, and dissemination of a public health social marketing plan

Recognize the range of stakeholders involved in public health social marketing programs

Develop a social marketing campaign strategy in response to a theoretical funding opportunity

Public Health Competencies

PC 2: Search databases and critically analyze peer reviewed literature

FC 7: Assess population needs, assets and capacities that affect communities’ health

FC 8: Apply awareness of cultural values and practices to the design or implementation of public health policies or programs

FC 13: Propose strategies to identify stakeholders and build coalitions and partnerships for influencing public health outcomes

FC 18: Select communication strategies for different audiences and sectors

FC 19: Communicate audience-appropriate public health content, both in writing and through oral presentation

FC 20: Describe the importance of cultural competence in communicating public health content

FC 22: Apply systems thinking tools to a public health issue

Assignments

Week 2 Assignment: Background and Audience Description Rough Draft

Using a Campaign Strategy Guide, produce a rough draft of the Background and Audience Description sections of your proposal for instructor feedback. Include your SWOT analysis table.

Week 3 Assignment: Learning Journal Entry #1

How were the expectations of your priority audience challenged during your situational analysis?
How might your approach to understanding audience needs expand in the future?

Week 5 Assignment: Campaign Strategy Rough Draft

Produce a rough draft of your campaign strategy using the Market (Campaign) Strategy and Intervention Development sections of the Campaign Planning Guide.

Week 7 Assignment: Evaluation and Monitoring Plan Rough Draft

Develop a rough draft of the Evaluation and Monitoring Plan. Also refer to Appendices H, I and J of the Campaign Planning Guide.

Week 8 Assignment: Learning Journal Entry #2

How do you think social marketing might be able to play a role in reducing health disparities?
What were three “ah-ha” moments either personally or professionally you experienced as a result of the learning/work in this course?

Week 8 Final Assignment: Campaign Strategy

You will develop a proposal for a social marketing campaign that is responsive to the FOA. The strategy will describe the background, audience, marketing mix, evaluation plan and budget as well as other elements drafted throughout the course.

Grading Policy

Your grade in this course will be determined by the following criteria:

Grade Breakdown

Discussions (Weeks 1, 2, 3, 4, 6 at 5 points, and Weeks 5, 8 at 2.5 points each)	30
Week 2 Assignment	4
Week 3 Journal #1	7
Week 5 Assignment	15
Week 7 Assignment	7
Week 8 Journal #2	7
Week 8 Assignment: Campaign Strategy	30
Total	100

Schedule

Each week opens on Wednesday at 12:01 AM Eastern Time. Each week closes on Wednesday at 11:59 pm ET, with the exception of Week 8, which ends on Sunday.

Week 1: May 3 – May 10
Week 2: May 10 – May 17
Week 3: May 17 – May 24
Week 4: May 24 – May 31
Week 5: May 31 – Jun 7
Week 6: Jun 7 – Jun 14
Week 7: Jun 14 – Jun 21
Week 8: Jun 21 – Jun 25

Weekly Schedule

*See course for required and suggested weekly readings.

Week 1: Understanding Social Marketing for Sustainable Public Health Practices

Weekly Outcomes

- Distinguish social marketing from commercial marketing
- Apply social marketing principles to the development of a situation analysis
- Explore the 10-Step Strategic Planning Model
- Evaluate research options in determining a priority population
- Evaluate evidence-based theories of behavior change
- Examine the ethics of social marketing for health equity

Materials

- Required:
  - Lee & Kotler Part I: Understanding Social Marketing (Chapters 1-4)
  - CDC Guide to Developing Effective Social Marketing Campaigns
  - Chau JY, McGill B, Thomas MM, et al. Is this health campaign really social marketing? A checklist to help you decide. Health Promotion Journal of Australia. 2018;29(1):79-83.
  - Niamh O. 10 Brands and Businesses That Got Their Marketing Horribly Wrong. Top MBA. 2021.
- Supplemental:
  - Grier SA, Poole SM. Will Social Marketing Fight for Black Lives? An Open Letter to the Field. Social Marketing Quarterly. 2020;26(4):378-387.
  - Lizzo’s Watch Out for the Big Grrrls [Available on Amazon Prime]
    As you watch, consider the concepts of informed relevant inclusivity vs limited inclusivity that may promote stereotypes.

Assignments

- Week 1 Discussion: Introductions and Dove Campaign

Week 2: Target Audiences: Defining Communities and Identifying Relevant Population Health Needs

Weekly Outcomes

- Analyze and evaluate data in order to synthesize formative research
- Evaluate data and psychographics in order to segment priority audiences
- Construct clear and measurable behavior objectives and goals

Materials

- Required:
  - Lee & Kotler Part II: Chapters 5-8
  - Heidi Keller at TEDxMontlakeCut. Top 3 Reasons To Segment Your Audience. [Video]. Youtube. Jan 17, 2013. (14:37)
  - Poole SM, Wright T, Canady, L. Applying a Racial Equity Lens to Social Marketing. 2021 Virtual National Conference on Health Communication, Marketing and Media.
  - Who we should listen to–Community Toolbox PowerPoint file
  - Community Toolbox Segmentation: Section 4. Segmenting the Market to Reach the Targeted Population
- Supplemental:
  - CDC’s Health Equity Guiding Principles for Inclusive Communication
  - Kutlu MB. A Trait-Based Consumer Segmentation for Food Waste Reduction Campaigns. Social Marketing Quarterly. 2022;28(2):130-146. doi:10.1177/15245004221097752.

Assignments

- Small Group Discussion – Week 2
- Week 2 Assignment: Background and Audience Description Rough Draft

Week 3: The Product: The Relationship Between Product and Theory

Weekly Outcomes

- Evaluate formative research in order to identify audience insights
- Craft a social marketing campaign position statement
- Apply social exchange theory to social marketing principles
- Develop a marketing product platform for social change

Materials

- Required:
  - Professor Philip Kotler. The 4 P’s of marketing with Kotler. [Video]. Youtube.
  - Lee & Kotler Part II: Chapters 8-10
  - Matthew Wood. Resilience research and social marketing: The route to sustainable behavior change Journal of Social Marketing. 2018;9(1):77-93. doi:10.1108/JSOCM-01-2018-0006
- Supplemental:
  - Hart M. 12 Examples of Positioning Statements & How to Craft Your Own

Assignments

- Week 3 Assignment: Learning Journal Entry #1

Week 4: Price: Determining Incentives and Disincentives

Weekly Outcomes

- Identity the cost/benefit exchange related to price
- Apply behavioral theory to determine price
- Evaluate audience insights to determine incentives/disincentives
- Apply principles of health equity to incentive development

Materials

- Required:
  - Week 4 Lecture
  - Lee & Cotler Chapter 11
  - Lee NR. Reducing the Spread of COVID-19: A Social Marketing Perspective Social Marketing Quarterly. 2020;26(3):259-265. doi:10.1177/1524500420933789
- Supplemental:
  - Preventing Tokenism in Social Marketing (Social Marketing Association of North America, SMANA) [Video] (57:49)

Assignments

- Week 4 Discussion: Men can stop rape campaign

Week 5: Place: Making Access Convenient and Pleasant

Weekly Outcomes

- Develop an equitable place strategy
- Explore the role of accessibility in promotional materials and dissemination
- Apply best practices in health communication to develop accessible promotional materials
- Apply principles of social franchising to increase distribution channels

Materials

- Required
  - Guest Lecture
  - Lee & Kotler Chapter 12
- Supplemental
  - Brauer M, Dumesnil A, Campbell MR. Using a social marketing approach to develop a pro-diversity intervention. Journal of social marketing. 2021;11(4):469-488.

Assignments

- Week 5 Discussion: #NotSpecialNeeds Campaign
- Week 5 Assignment: Campaign Strategy Rough Draft

Week 6: Promotion: Promoting Public Health Products

Weekly Outcomes

- Analyze specific marketing tactics and their role in message promotion
- Evaluate the advantages and disadvantages of a communication channel
- Select communication channels
- Apply best practices in health communication to develop an equitable promotion strategy

Materials

- Required:
  - D S Simon Media PR’s Top Pros Talk… Social Marketing. [Video]. Youtube. Dec 14, 2021
  - Lee & Kotler Chapters 13-14
  - Szablewska N, Kubacki K. A Human Rights-Based Approach to the Social Good in Social Marketing. Journal of Business Ethics. 2019;155(3):871-888. doi:10.1007/s10551-017-3520-8
- Supplemental:
  - Borden DS, Suggs LS. Strategically Leveraging Humor in Social Marketing Campaigns. Social Marketing Quarterly. 2019;25(3):193-208. doi:10.1177/1524500419854068

Assignments

- Week 6 Discussion: Childhood Anti-obesity campaign

Week 7: Management of Public Health Social Marketing Programs, Including Evaluation and Budget Design

Weekly Outcomes

- Develop and justify social marketing a campaign budget proposal
- Prioritize and select measurable behaviors
- Develop a logic model informed by behavioral theory
- Apply principles of process and outcome measurement to develop an equitable social marketing evaluation plan

Materials

- Required:
  - Week 7 Lecture
  - Lee & Kotler Chaps 15 & 16
  - Veríssimo D, Bianchessi A, Arrivillaga A, Cadiz FC, Mancao R, Green K. Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns. Social Marketing Quarterly. 2018;24(1):18-34. doi:10.1177/1524500417734806
- Supplemental:
  - Dean-Coffey J. What’s Race Got to Do With It? Equity and Philanthropic Evaluation Practice opens in new window. American Journal of Evaluation. 39(4):527-542. doi:10.1177/1098214018778533
  - Macro-Social Marketing Insights, Systems Thinking for Wicked Problems (book available for purchase)

Assignments

- Week 7 Discussion: Zoom with instructor and peers
- Week 7 Assignment: Evaluation and Monitoring Plan Rough Draft

Week 8: Implementation and Sustainability of Equitable Public Health Behavior Plans

Weekly Outcomes

- Develop a social marketing campaign implementation plan
- Apply principles of socioecological systems thinking to develop an equitable sustainability plan

Materials

- Required
  - Lee & Kotler Chapter 17
  - Dmitry Brychkov, & Christine Domegan. (2017). Social marketing and systems science: past, present and future. Journal of Social Marketing, 7(1), 74–93. https://doi-org.une.idm.oclc.org/10.1108/JSOCM-10-2016-0065
  - Dumb Ways to Die
  - Community Tool Box
- Supplemental:
  - Lee NR. The Future of Social Marketing: Let’s Get It in Orbit by 2025! Social Marketing Quarterly. 2020;26(1):3-13. doi:10.1177/1524500419889141
  - Makris A, Khaliq M, Perkins E. A Scoping Review of Behavior Change Interventions to Decrease Health Care Disparities for Patients With Disabilities in a Primary Care Setting: Can Social Marketing Play a Role? Social Marketing Quarterly. 2021;27(1):48-63. doi:10.1177/1524500421992135

Assignments

- Week 8 Discussion: Course Reflection
- Week 8 Assignment: Journal #2
- Week 8 Assignment: Campaign Strategy

Student Resources

Online Student Support

Your Student Support Specialist is a resource for you. Please don't hesitate to contact them for assistance, including, but not limited to course planning, current problems or issues in a course, technology concerns, or personal emergencies.

Questions? Visit the Student Support Public Health page

UNE Libraries:

Library Access for all students: Your library login ID and password are the same as the ones you use to log into Brightspace.
Public Health Databases: https://library.une.edu/library-materials/find/research-by-subject/public-health/
Library Questions: Ask a librarian or phone library staff at (207) 602-2361 or (207) 221-4330.

UNE Student Academic Success Center

UNE's Student Academic Success Center (SASC) offers a range of free online services to support your academic achievement. Writing support, ESOL support, study strategy and learning style consultations, as well as downloadable resources, are available to all matriculating students. The SASC also offers tutoring for GPH 712 Epidemiology, GPH 716 Biostatistics, GPH 717 Applied Epidemiology, GPH 718 Biostatistics II, and GPH 719 Research Methods. To make an appointment for any of these services, go to une.tutortrac.com. For more information and to view and download writing and studying resources, please visit:

UNE Student Academic Success Center

Information Technology Services (ITS)

ITS Contact: Toll Free Help Desk 24 hours/7 days per week at 1-877-518-4673

Policies

AMA Writing Style Statement

The American Medical Association Manual (AMA) of Style, 11th edition is the required writing format for this course. Additional support for academic writing and AMA format is provided throughout the coursework as well as at the UNE Portal for Online Students.

Online resources: AMA Style Guide

Turnitin Originality Check and Plagiarism Detection Tool

The College of Professional Studies uses Turnitin to help deter plagiarism and to foster the proper attribution of sources. Turnitin provides comparative reports for submitted assignments that reflect similarities in other written works. This can include, but is not limited to, previously submitted assignments, internet articles, research journals, and academic databases.

Make sure to cite your sources appropriately as well as use your own words in synthesizing information from published literature. Webinars and workshops, included early in your coursework, will help guide best practices in APA citation and academic writing.

You can learn more about Turnitin in the guide on how to navigate your Similarity Report.

Technology Requirements

Please review the technical requirements for UNE Online Graduate Programs: Technical Requirements

Course Evaluation Policy

Course surveys are one of the most important tools that University of New England uses for evaluating the quality of your education, and for providing meaningful feedback to instructors on their teaching. In order to assure that the feedback is both comprehensive and precise, we need to receive it from each student for each course. Evaluation access is distributed via UNE email at the beginning of the last week of the course.

Late Policy

Students are responsible for submitting work by the date indicated in Brightspace.

Quizzes and Tests: Quizzes and tests must be completed by the due date. They will not be accepted after the due date.

Assignments: Unless otherwise specified, assignments will be accepted up to 3 days late; however, there is a 10% grade reduction (from the total points) for the late submission. After three days the assignment will not be accepted.

Discussion posts: If the initial post is submitted late, but still within the discussion board week, there will be a 10% grade reduction from the total discussion grade (e.g., a 3 point discussion will be reduced by 0.3 points). Any posts submitted after the end of the Discussion Board week will not be graded.

Please make every effort ahead of time to contact your instructor and your student support specialist if you are not able to meet an assignment deadline. Arrangements for extenuating circumstances may be considered by faculty.

Student Handbook Online - Policies and Procedures

The policies contained within this document apply to all students in the College of Graduate and Professional Studies. It is each student's responsibility to know the contents of this handbook.

Student Handbook

UNE Course Withdrawal

Please contact your student support specialist if you are considering dropping or withdrawing from a course. The last day to drop for 100% tuition refund is the 2nd day of the course. Financial Aid charges may still apply. Students using Financial Aid should contact the Financial Aid Office prior to withdrawing from a course.

Academic Integrity

The University of New England values academic integrity in all aspects of the educational experience. Academic dishonesty in any form undermines this standard and devalues the original contributions of others. It is the responsibility of all members of the University community to actively uphold the integrity of the academy; failure to act, for any reason, is not acceptable. For information about plagiarism and academic misconduct, please visit https://www.une.edu/studentlife/plagiarism.

Academic dishonesty includes, but is not limited to the following:

Cheating, copying, or the offering or receiving of unauthorized assistance or information.
Fabrication or falsification of data, results, or sources for papers or reports.
Action which destroys or alters the work of another student.
Multiple submissions of the same paper or report for assignments in more than one course without permission of each instructor.
Plagiarism, the appropriation of records, research, materials, ideas, or the language of other persons or writers and the submission of them as one's own.

Charges of academic dishonesty will be reviewed by the Program Director. Penalties for students found responsible for violations may depend upon the seriousness and circumstances of the violation, the degree of premeditation involved, and/or the student’s previous record of violations. Appeal of a decision may be made to the Dean whose decision will be final. Student appeals will take place through the grievance process outlined in the student handbook.

Attendance Policy

8 week: Students taking online graduate courses through the College of Professional Studies will be administratively dropped for non-participation if a graded assignment/discussion post is not submitted before Sunday at 11:59 pm ET of the first week of the term. Reinstatement is at the purview of the Dean's Office.

16 week: Students taking online graduate courses through the College of Professional Studies will be administratively dropped for non-participation if a graded assignment/discussion post is not submitted before Friday at 11:59 pm ET of the second week of the term. Reinstatement is at the purview of the Dean's Office.

Student Handbook Online - Policies and Procedures

The policies contained within this document apply to all students in the College of Professional Studies. It is each student's responsibility to know the contents of this handbook.

UNE Online Student Handbook

UNE Course Withdrawal

Academic Integrity

Academic dishonesty includes, but is not limited to the following:

Cheating, copying, or the offering or receiving of unauthorized assistance or information.
Fabrication or falsification of data, results, or sources for papers or reports.
Action which destroys or alters the work of another student.
Multiple submissions of the same paper or report for assignments in more than one course without permission of each instructor.
Plagiarism, the appropriation of records, research, materials, ideas, or the language of other persons or writers and the submission of them as one's own.