Title: Social Marketing and Communication
Keywords: Human Resources
Health Policy (incl. advocacy)
Communication (oral, written)
Country: Switzerland
Institution: Switzerland - Swiss Tropical & Public Health Institute, Basel
Course coordinator: Prof. Suzanne Suggs, Università della Svizzera italiana
Barbara Bürkin
Date start: 2020-12-21
Date end: 2021-04-02
About duration and dates: The course covers a period of 11 weeks, in which only the on-campus phase (5 days) is full time. Application deadline: 04 December 2020 Preparation phase (self-directed): 21 December 2020 - 29 January 2021 On-campus phase: 01 - 05 February 2021 Post campus phase (self-directed): 8 February - 2 April
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 30% 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 50% 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 social marketing, definitions and relevance
● Planning and benchmarks
● Context analysis and formative research
● Audience analysis and segmentation
● Product, Place, Price, Policy and Partnerships
● Positioning, Promotion and Communication
● Behaviour change technique(s) selection
● Theory of change and evaluation
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 face-to-face sessions. Contact to the course coordinators and fellow students to support is given using the forum provided on the learning platform.
● Post-campus phase: consists of 100 hours of independent study; students have to write a social marketing plan on a chosen problem.
● In the pre- and post-campus 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 on-campus week (40 hours) week is taught through 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:
Major changes will be made in the assessments: The written exam will take place not longer weeks after the on-campus phase, but on the last day of the on-campus phase. The pre-assignment consists not only of a written paper, but also of a presentation in the classroom. The assignment after the on-campus phase is now focusing on a social marketing plan.
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:
We respond to the students complaints of a written exam months after the on-campus phase and have integrated this exam into the course week.
tropEd accreditation:
Accredited in February 2015. Reaccreditation GA Rabat (EC TelCo) June 2020. This accreditation is valid until June 2025.
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.
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: 2020-09-15 15:35:29 (W3C-DTF)

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