Change for Good Crash Course:
Social Marketing Fundamentals
Apply the fundamentals of marketing and behavioral science to health and social issues in this comprehensive online course
Are you looking for an approach to creating real health or social change that has been proven to work in communities around the world?
Would you like to create a social marketing program, but you're not sure where to start?
If you or your clients work in the public or social sector, you are likely facing complex problems with not enough resources and a big desire to make a difference. This course is for you!
The social marketing process will focus and streamline your efforts, saving you time and money, with a systematic approach that incorporates insights from behavioral science and the business world.
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The Change for Good Crash Course is a unique online training that gives you the knowledge and skills you need to design an effective social marketing strategy for your program. The format allows you to progress at your own speed, quickly gaining an understanding of how social marketing works and taking the time you need to apply the lessons to your own issue.
This Course is for You if...
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You are working on (or want to start addressing) social impact, public health, the environment or other public benefit issues
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You want to apply behavioral science and marketing techniques to make a difference in your community
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You are relatively new to the field of social marketing
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You want to understand how to motivate behavior change in specific groups
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You need to get the maximum impact out of the resources you invest in addressing complex problems
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You are willing and able to put in the time to apply the lessons to your own issue or program, either on your own or with your team
How does the course work?
The Change for Good Crash Course is designed to quickly get you up-to-speed on the fundamentals of social marketing so that you can immediately get down to business in determining your strategic approach to the problems you need to address.
In each unit, you will watch a video lesson, learn the key questions to be answered and decisions to be made, engage in hands-on exercises, and have the opportunity to share your thoughts and questions with Nedra as well as with other participants.
If you have a specific project you want to work on throughout the course, that's perfect. If not, you can select a topic of interest to use as an example for practice in applying the concepts discussed in the lessons.
The course comes with a bonus 28-page Participant Workbook that you can use as you work through the exercises in each lesson and refer back to as you compile your strategic thinking.
Upon completion of the course, you will receive a certificate showing that you have learned the fundamentals of social marketing from Social Marketing University.
TOPICS COVERED
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Unit One: Building a Social Marketing Mindset
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Approaches to Change
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Why Marketing?
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What is Social Marketing?
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Social Marketing Case Studies
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Unit Two: The Key Principles of Social Marketing
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Focus on Behavior Change
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Know Your Audience
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Make it Social
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Go Step by Step
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Unit Three: Be Strategic - The Social Marketing Mix
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Design Your Product
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Set Your Price
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Find Your Place
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Choose Your Promotions
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Identify Your Publics and Partners
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Consider Policy and Purse Strings
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Unit Four: Getting to Know Your Audience
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Understanding Your Priority Audience
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Audience Research Tips
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Segmenting Your Audience
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Unit Five: Creating Change for Good
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Choosing a Behavior Change Model
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Designing a Supportive Environment
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Developing Effective Messages
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Next Steps
YOUR COURSE INSTRUCTOR
Since 1995, Social Marketing University® founder and Weinreich Communications president Nedra Kline Weinreich has trained thousands of professionals and students in the strategy and implementation of social marketing programs. The Change for Good Crash Course is a distillation of her in-person trainings, along with her book Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good. She has worked with a wide range of organizations including the US Centers for Disease Control and Prevention, the International Federation of Red Cross/Red Crescent Societies, the Nature Conservancy, Microsoft, the City of San Diego, and many more.
Your registration includes:
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Five topic units focusing on the most important concepts you need to know, including more than 20 video lessons (5-10 minutes each)
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Hands-on exercises in each lesson that help you start applying the concepts to your issue immediately – with a bonus 28-page Participant Workbook
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Downloadable audio files (MP3) of each lesson so you can listen to them on the go
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Downloadable slides and handouts from each lesson for reference after you watch the videos
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Unlimited access to the course, so you can always go back and replay the sections that are relevant to what you’re working on
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Your own personal secure login access to the course site so you can track your progress and pick up where you left off each time
FREQUENTLY ASKED QUESTIONS
What if I decide this course isn't for me?
No problem! We have a 30-day money-back guarantee. If you are not satisfied that you have received a strong foundation in the fundamentals of social marketing, we will refund your money.
How much time will I need to invest in the course?
The benefit of this online course is that you can choose how much time you want to spend on it, and how quickly you go through it, depending on your schedule. Each lesson includes a 5-10 minute video, plus an exercise to apply the concepts from the lesson. The videos plus exercises will likely take you about 6-8 hours total to complete.
I thought "social marketing" means "social media." Does the course focus only on digital marketing?
Social marketing is a field that's been around since the early 1970s and incorporates the use of marketing techniques to create programs designed to influence the adoption of positive behaviors. We often use social media in our programs, but that's just one small part of a social marketing strategy.
I don't have a social marketing project right now. Should I wait to take the course until I do?
While it may be more efficient to do the exercises with an actual project in mind, you will still learn a lot by using a topic of interest to you as an example throughout. The concepts you learn will also likely be applicable to other aspects of your work, whether or not you're specifically creating a social marketing program. And while this course will likely continue to be offered, we cannot guarantee that it will always be at the same price.
Still have questions? Interested in a discount for your team of 5 or more? Want personal coaching or consulting?
Get in touch at training@social-marketing.com!