Title: Social Marketing and Communication
Keywords: Organisation
Human Resources
Health Policy (incl. advocacy)
Communication (oral, written)
Country: Switzerland
Institution: Switzerland - Swiss Tropical & Public Health Institute, Basel
Course coordinator: Barbara Bürkin
Date start: 2019-01-07
Date end: 2019-06-15
About duration and dates: Distance-based preparation phase: 7 January - 1 February; On-campus in Basel: 4 Feburary - 8 February; Distance-based follow-up phase: 29 March - 14 June; Final assignment: due approx. 29 March; Final exam: 15 June (in Basel or as arranged with course directorate)
Classification: advanced optional
Mode of delivery: Blended-learning
Course location: University of Basel, Switzerland
ECTS credit points: 6 ECTS credits
SIT: 180 SIT hours
Contact Hours: 40 hrs; Online and self-directed Study: 137 hours; written exam: 2 hours

Students will spend 40 hrs in the classroom sessions; students will spend 60 hrs working as preparation of the module and 77 hours for an assessed written assignment and preparation for a written exam.
Language: English
At the end of the course, students will be able to:
• Know about and apply key social marketing concepts, principles and ethical considerations in the field of health
• Value the role of communication and communication strategies in health settings
• Critically analyse the strengths and weaknessess of social marketing approaches in health
• Follow the various planning steps in social marketing
• Conduct audience, segmentation and context analyses
• Develop a social marketing strategy, including positioning or branding, product pricing, placement and promotion (channels and messages) and partnership strategies
• Design advocacy and upstream strategies
• Design an evaluation framework for social marketing initiatives
• Establish an implementation plan
Assessment Procedures:
Participants will be assessed on a written assignment (50%) and a two hours written exam (50%).
The assignment is a paper of 5,000 words (+/- 10%), addressing a topic suggested by the individual participant and pre-discussed with the course coordinator. In this paper students have to analyse a given situation and its background and have to apply the concepts on social marketing learned during the module. Papers are read and assessed by two independent readers on the basis of a set of criteria.
All papers will be checked for plagiarism with the Ephorus software.
The written 2 hours exam (Basel based) consist of a set of short answer questions and a case study.
Resit: Those students who fail can resubmit the assignment; the written exam can be resit earliest in September 2018.
• Introduction to Social Marketing, definitions and relevance
• Different social marketing concepts
• Strengths and weaknessess of Social Marketing in the field of health
• Planning and benchmarks
• Context analysis and formative research
• Audience analysis and segmentation, theories of human behavior
• Different Social Marketing strategies
• Positioning, Product and Place
• Price, Policy and Partnership
• Logic Models
• Promotion and Communication
• Implementation of Logic Models, M&E
The course will use a blended learning approach combining classroom, virtual sessions and distance-based, tutored self-directed learning, including:
- Interactive lectures, including problem analysis activities and group exercises; lectures are using a case-study approach, in which the lecturer gives only a short introduction, followed by group exercises; the results of group exercises will guide the next presentation(s) (40 hours)
- Distance-based preparation with reading materials, short-answer questions to presented cases and quizzes (60)
- Assignment phase (77)
- Written exam (3)

Note: throughout the module, a Learning Management System (Moodle) will be used in which students will be required to undertake quizzes and assignments and upload learning products (short papers, statements, presentations, references and documents related to certain topics) linked to the objectives of this module, as well as to interact with each other on these same learning products, using discussion forum and other tools.
- Academic training or professional qualification in a relevant area
- Two years of work experience in a related area, including experience in management or planning in developing countries.
- Proficiency in spoken and written English (TOEFL paper
550 or computer 213 or internet 79–80 or IELTS 6.0 or native speaker or completed higher education in English (with written
- Basic computer literacy is expected
- Students need a internet connection to follow the preparation phase and the assignment phase. No specific software licenses are needed.
Maximum number of students: 25
Maximum number of tropEd students: 5
First come, first serve principle, first priority will be given to students enrolled in the MBA in International Health Management
Students who are enrolled in a tropEd Master programme pay the reduced fee of CHF 2’450; other students pay CHF 2’850
tropEd accreditation:
Accredited in February 2015. This accreditation is valid until February 2020.
This module is regularly offered in our MBA International Health Management programme, therefore the number of tropEd students is limited.
Email Address: courses@swisstph.ch
Date Of Record Creation: 2015-02-18 19:14:10 (W3C-DTF)
Date Of Record Release: 2017-09-27 03:14:53 (W3C-DTF)
Date Record Checked: 2018-03-16 (W3C-DTF)
Date Last Modified: 2018-10-16 07:07:11 (W3C-DTF)

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