Social Marketing for Population Behaviour Change: A step-by-step process
Changing behaviours is challenging. This course introduces the core principles of social marketing and various behaviour change frameworks that can be utilised throughout the process to facilitate population behaviour change.
What will participants learn?
- What social marketing is (and what it isn't)
- The core principles of social marketing and why they are important
- The social marketing process
- Various behaviour change frameworks, models, tools, and techniques
- How they can be applied in the social marketing process
- How to apply a social marketing approach to behavioural challenges
Who is it for?
This course is suitable for anyone (from senior management to practitioners) looking to facilitate positive behaviour change within a cohort of the population. It will help participants understand the social marketing process and practical tools they, colleagues, and partners can use in developing and delivering behaviour change interventions. This may include encouraging healthier lifestyle choices like increased physical activity and vaccination uptake, or positive environmental behaviours including recyling, waste reduction, and sustainable transport choices; or improving and developing new services and interventions.
What does the course include?
- The core principles and role of social marketing in behaviour change
- The Marketing Mix and the role of insight
- An introduction to relevant behavioural frameworks, models, and tools
- A systematic process for planning, developing, delivering, and evaluating
- Real-life examples and interactive exercises to facilitate the learning
- Illustrations of how social marketing can tackle behavioural challenges
All of our courses can be delivered in person or online. Full and half day options are available as standard. Depending on requirements, we can also offer more in-depth training packages with multi-day, follow-up, and train-the-trainer options.
Why choose our training?
To maximise training value and effectiveness, we offer:
- Content tailored to participant needs through pre-engagement with client teams
- Evidence-based approaches, grounded in relevant behavioural theories and insights
- Interactive learning, including simulations and real-world skills practice
- Follow-up support to help staff implement their new skills
- Continuous refinement of our courses through evaluation and participant feedback
SMG are a great company to work with. Based on sound experience, evidence and practice, they deliver leadership, training and clear thinking that lead to realistic action.
Client Lead
Knowsley Council
SMG provided an invaluable training programme to Active Travel officers across Scotland’s 32 local authorities, helping many of them adopt a much more customer oriented and behaviour change focus on planning and delivering our funded projects. It continues to realise impact, including new staff not exposed to the initial training.
Programme Manager
Paths for All