Professional Studies & Special Programs
Summer Institute for Social Marketing & Health Communication Schedule
Sunday, July 7 |
|
| 6:00–9:00 pm |
Welcome and Orientation Tim and Lynda will present an overview of the week and will discuss expectations on assigned exercises. |
Monday, July 8 |
|
| 9:00–10:30 am |
Briefing on Week's Topic Our "client" will provide a briefing on the health topic (TBD) that we will tackle for the week. There will be an extensive Q&A session that will allow participants to gain a deeper understanding of the issue. |
| 10:30–10:45 am | Mid-Morning Break |
| 10:45–12:15 am |
How Is Marketing Social? How is "selling" behavior different from selling fast food? Lynda will explain how to apply commercial marketing principles such as audience analysis, segmentation, exchange theory, and the 4 P's as you learn the basics of Social Marketing. |
| 12:15–1:15 pm | Lunch Break |
| 1:15–2:45 pm | How Is Marketing Social? (continued) |
| 2:45–3:00 pm | Mid-Afternoon Break |
| 3:00–4:30 pm | Marketing Mix Exercise |
| 4:30–5:00 pm |
Break-Out Groups Assigned Groups meet to review work plan and roles. |
Tuesday, July 9 |
|
| 9:00 am–12:00 pm |
How Research & Behavioral Theory Drive Creative Without a foundation in behavioral theory, social marketing would not have the scientific base to impact behavior. Tim and Lynda describe how popular behavioral theories help drive creative and communication strategies. |
| 12:00–1:00 pm | Lunch Break |
| 1:00–2:30 pm |
Understanding the Environment In the Social Marketing world, the competition isn’t always visible. Tim explains how we scan the environment and apply tools like SWOT analyses to determine our direction. Learn the importance of understanding the current context and creating a supportive environment for individual and social change. |
| 2:30–2:45 pm | Mid-Afternoon Break |
| 2:45–5:00 pm |
Break-Out Session Groups write SWOT analysis, begin marketing mix (4 P’s) strategies, and select behavioral theory as foundation for their plan. Tim & Lynda work with groups to answer questions and provide necessary direction. |
Wednesday, July 10 |
|
| 9:00–11:00 am |
The Methodology Behind the Motivation Lynda discusses how to move beyond messages to the big idea. Where does insight come from? How is it possible to be audience-driven in a politically-driven environment? How do we move from audience research to award-winning creative? |
| 11:00–11:15 am | 15-Minute Break |
|
11:15 am– 12:00 pm |
The Creative Brief The commercial marketing and advertising industry has relied on creative briefs for decades as a best practice and tool for developing audience-driven campaigns. Lynda explains how this helpful tool has been adapted to promoting behavior change and social causes. |
| 12:00–1:00 pm | Lunch Break |
| 1:00–2:30 pm |
Social Marketing & New Media Thinking about social media as simply new promotion channels to exploit misses the essence of what the new revolution is all about. These new technologies have implications for the way that we market behaviors, products and services. A guest speaker will talk about using new media. |
| 2:30 pm | Break |
| 2:45–4:00 pm |
Sitting in Judgment (Say Bravo) Lynda examines social marketing campaigns that have made their mark. Join the ‘critic’s corner’ as you learn criteria for ‘sitting in judgment’. How do you know what works? How do we break through the clutter? Is it true that people just want the facts? And when does fear work? |
| 4:00–5:00 pm |
Break-Out Sessions Participants fill out their creative briefs and continue working on marketing mix (4P's) strategies. |
Thursday, July 11 |
|
| 9:00–10:30 am |
Nudge: What is Behavioral Economics? Guest speakers from ideas42 will introduce the field of behavioral economics and demonstrate how to use behavioral insights to identify problems and design programs and products for human use. |
| 10:30 am | Mid-Morning Break |
| 10:45–12:15 |
Creative Evaluation Sounds like an oxymoron, but sometimes even evaluators have to think creatively. Tim explains the basics of evaluation and how we can make it affordable even when evaluation is often the first budget item cut. |
| 12:15–1:15 pm | Lunch Break |
| 1:15–2:45 pm | Creative Evaluation (continued) |
| 2:45 pm | Mid-Afternoon Break |
| 3:00–4:00 pm |
Verb: It's What You Do Tim presents a case study of the VERB Campaign, the biggest budget health communication project ever to come out of the CDC. If this physical activity campaign aimed at “tweens” was successful, why did it end so abruptly? |
| 4:00–5:00 pm |
Break-Out Sessions Participants finalize plan. |
Friday, July 12 |
|
| 9:00–10:30 am |
The Social Marketing Marketplace Lynda provides an overview of the donors and organizations practicing social marketing domestically and internationally today. |
| 10:30 am–12:00 pm | Break-out groups rehearse for afternoon presentations. |
| 12:00–1:00 pm | Lunch Break |
| 1:00–5:00 pm |
Group Presentations Each group will present its social marketing plan. The client will observe and comment. |
Schedule and instructors are subject to change.
please note
Emerson College reserves the right to change any provision of its programs, courses and workshops at any time. The College specifically reserves the right to change its tuition rates and any other financial charges. The College also reserves the right to rearrange its courses and class hours, to drop courses for which registration falls below the minimum enrollment, to change instructor assignments, to change the method of instruction of courses or programs, to cancel or discontinue a certificate program at any time, or to substitute courses in a certificate program. Enrollment and attendance in courses offered by Professional Studies is separate from admission to degree programs at Emerson College.
