Title: Communication, Marketing and Social Media (former name: Social Marketing and Communication)
Keywords: Human Resources
Health Policy
Country: Switzerland
Institution: Switzerland - Swiss Tropical & Public Health Institute, Basel
Course coordinator: Prof. Suzanne Suggs, Università della Svizzera italiana
Barbara Bürkin
Date start: 2024-06-10
Date end: 2024-06-14
About duration and dates: Application deadline: 06 May 2024. Prep phase: 13 May – 07 June 2024. Hybrid face to face week: 10 – 14 June 2024. Post phase: 17 June – 26 July 2024.
Classification: advanced optional
Mode of delivery: Blended-learning
Course location: Swiss Tropical and Public Health Institute, P.O. Box, Socinstrasse 57, CH – 4002 Basel, Switzerland
Tel.: +41 61 284 81 15, Fax +41 61 284 81 06
Website: www.swisstph.ch
tropEd representative: A. Hoffmann, B. Peterhans
ECTS credit points: 6 ECTS credits
- Face-to-face hours: 40 h
- Self-study hours: 140 h (incl. the possibility of distance-based interaction with students and facilitators)
Language: English
After successfully completing the module, students will be able to:
● Apply key social marketing concepts, principles and ethical considerations
● Practise the various planning steps in social marketing
● Conduct audience, segmentation and context analyses
● Design a social marketing strategy, including positioning / branding, product pricing, placement and promotion (channels and messages) and partnership strategies
Assessment Procedures:
During the preparation period, students get several readings to prepare for the on-campus week. In addition they have to write a summary of one of the requested articles (max. 3 pages) and a presentation that summarizes the main points and lessons learned from the article. The article summary has to be uploaded to the LMS latest one week prior to the on-campus phase, the presentation has to be brought to the on-campus phase (Passing grade: 60%; this counts for 20% of the total mark).

On the last day of the course students have a 2-hours written exam with short answer questions, based on cases during the on-campus phase (passing grade: 60%; this counts for 20% of total mark)

Following the on-campus period of the module, students will write a social marketing plan on a chosen problem that is caused by (at least in part) or perpetuated by human behaviour, and human behaviour that can be changed. They have to address eight benchmarks that have been discussed during the on-campus week. Word limit: 3’750 words (passing grade: 60%; this counts for 60% of the total mark).

In addition, students will have to present individual and group work findings throughout the on-campus week (not graded).

● A failing grade in one of the three assignments is allowed as long as the total mark for the module is 60 out of 100 points or better.
● A re-submission of the assignment following the on-campus week – if failed – is possible, the timeframe has to be negotiated with the course coordinator within two months after being informed of the failure.
● A re-assessment of the presentation during on-campus week has to be submitted three weeks after the on-campus week (only in written form).
● A failure in the written exam can be re-sit after consultation with the coordinators (distance-based re-exam might be possible).
● Each of the assignments can be resit only once; in case of a resit or resubmission students will get the pass mark (60%).
The following topics will be covered:
● Introduction to marketing and health communication, conceptualisations, implementation approaches and methods
● Introduction to social marketing, definitions and relevance, and good practice examples
● Communication in the field of health to various stakeholders (funders, international organizations, NGOs and the public)
● Social Media in Public and Global Health: Principles, evidence base, social media campaigns and design principles, challenges of social media including misinformation and disinformation and counter-strategies
During the two distance-based phases, students will engage in self-directed learning, to meet learning objectives, using materials and tools provided on the online learning management system (Moodle).
● Preparation phase: consists of 40 hrs of independent study (readings, assessed tasks) to prepare for hybrid face-to-face sessions. Contact to the course coordinators and fellow students to support is given using the forum provided on the learning platform and during a welcome session on Zoom.
● Hybrid face-to-face week of 40 hrs
● Post phase: consists of 100 hours of independent study; students have to write a social marketing plan on a chosen problem.
● During the preparation- and post-phase, students interact with each other and the facilitators using a forum on the electronic platform. Facilitators can be approached at any time during these phases to get feedback to the specific tasks.

The hybrid face-to-face week (40 hours) consists of short plenary lectures to give the basic knowledge needed, and plenary/group workshops, including case studies, documentaries and presentations. In addition, students undertake guided independent study throughout. The class structure and teaching methods employed will be interactive in nature, and class participation is actively encouraged. Small group work findings will be presented throughout the week.
tropEd candidates must show an English language level TOEFL test 550 or 213 computer-based or 79/80 internet-based or IELTS band 6.0 or equivalent, and an intermediate.
Students need a reliable internet connection to follow the preparation phase and the post-campus (assignment) phase. No specific software licenses are needed.
Maximum of 20 students per course; maximum number of tropEd students: 8
For tropEd students: First come, first served principle
Students who are enrolled in a tropEd Master programme pay the reduced fee of CHF 2’450; other students pay CHF 2’850 (CHF 410 per ECTS credit point).
Major changes since initial accreditation:
23. Major changes since initial accreditation: Due to a change of the coordinator, the scope and content of the course was changed from a more narrow focus on social marketing to a broader view on communication, social marketing and social media. The written exam during the hybrid face-to-face week was replaced by an individual presentation. The assignment after the hybrid face-to-face week is focusing on social marketing and it can also include the use of a social media communication plan.

The face-to-face week of synchronous, full time teaching will be offered in hybrid mode for the foreseeable future. Students can request online participation if they can demonstrate need (travel or family restrictions, health concerns).

In 2021, Swiss TPH moved to its new headquarters on the outskirts of Basel at short distance from the previous location. The new building offers a modern infrastructure, including seminar rooms specifically designed for hybrid course delivery
Student evaluation:
Throughout the years this module is highly appreciated by the students (overall rating: 4.5 out of 5). Students like most the high competence of the coordinator, her experience in different cultural backgrounds and the dynamic and interactive format during the classroom sessions.
They also appreciate the practical tools exercised and discussed.
Lessons learned:
The very interactive educational approach is kept the same, i.e., engaging students with practical exercises in addition to the theory
tropEd accreditation:
Accredited in February 2015. Reaccreditation GA Rabat (EC TelCo) June 2020 and Hamburg September 2022. This accreditation is valid until September 2027.
This module is offered regularly as a core-module in Swiss TPH’s MBA in International Health Management programme, therefore the number of tropEd students we can admit is limited.

Throughout the module, an online learning management system (Moodle) will be used to support learning activities in the distance-based phases, during which students will be required to complete assignments, communicate with their working groups and upload learning products. Through the electronic platform, students will also have the opportunity to interact with each other (and the facilitators) at their convenience to discuss these same learning products, using discussion forums and other tools.

On request, distance-based, more detailed discussions with facilitators are possible during agreed timeslots and using Zoom. Online participation for the full-time, hybrid face-to-face week is possible but these spaces are 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: 2023-07-27 12:36:39 (W3C-DTF)