The Social Marketing Training Academy

A Concentrated Product for Thirsty Learners.

Get a quick introduction to applying social marketing to your work in the “introductory” Training Academy May 25-26, 2022, at the Sheraton Sand Key Resort in Clearwater Beach, FL.  This world-famous Training Academy* uses an entertaining mixture of live case studies and interactive group exercises to help you understand how to increase the impact of social service offerings or health promotion campaigns by:

  1. Identifying the core elements of a successful social marketing initiative;
  2. Describing and prioritizing intended consumers;
  3. Selecting a feasible, impactful point of entry (e.g. specific behavior, condition, service) to solve a problem;
  4. Understanding the importance of formative research, focused on qualitative inquiry; and,
  5. Developing a marketing mix based on research insights.

* Over the past 25 years, we’ve trained more than 2000 learners from around the globe.

This training academy is intended for those who have not formally studied marketing (social or commercial), or taken this training academy in the past five years.

Faculty

Claudia Parvanta, PhD 
Professor College of Public Health
World Health Organization Collaborating
Center on Social Marketing
University of South Florida Tampa, FL

Mahmooda Khaliq Pasha, PhD, CPH
Assistant Professor
College of Public Health
World Health Organization Collaborating Center on Social Marketing
University of South Florida, Tampa, FL

Rowena Merritt, PhD
Director
Millbank Social Marketing Ltd
London, UK

Reading Minds: Neuromarketing Research Lab

New, new, new! In collaboration with the Muma College of Business at USF, we will take you inside a state-of-the-art consumer research lab equipped with eye tracking, galvanic skin response, heart rate, facial emotion sensors, and other tools used to assess consumer response to marketing stimuli. Day 1 will be spent at the Sand Key learning the “what and why” of neuromarketing research. Day 2 will be hands-on “how?” on campus at USF at the Center for Marketing and Sales Innovation lab.

Please Note: Reading Minds is limited to 20 attendees.

Faculty

Claudia Parvanta, PhD
Professor College of Public Health
World Health Organization Collaborating
Center on Social Marketing
University of South Florida Tampa, FL

Robert Hammond and Research Staff
Center for Marketing and Sales Innovation
Muma College of Business
University of South Florida
Tampa, FL

Learning Objectives

Upon completion of the Training Academy, participants will be able to:

  • Explain the core elements of a successful social marketing initiative; (CHES/MCHES competencies: 1.1.3, 1.4.1, 1.4.2)
  • Select the behavior which will have the greatest impact on the problem; (CHES/MCHES competencies: 1.4.2, 1.4.3)
  • Select and prioritize the target audience; (CHES/MCHES competencies 2.1.1, 2.1.2, 2.1.3)
  • Understand the importance of formative research and how to analyze data; (CHES/MCHES competencies: 1.3.1, 1.3.2, 1.3.3) and
  • Develop a marketing mix based on insights. (CHES/MCHES competencies: 2.3.3, 3.3.5)
  • List at least three new professional contacts. (MCHES/MCHES competencies: 2.1.3)

Upon completion of the Main Conference, participants will be able to:

  • Critically comment on the role of social marketing in fostering equity; (CHES/MCHES competencies: 1.1.3, 1.4.1, 1.4.3)
  • Discuss three examples of advanced application of social marketing practice; (CHES/MCHES competencies: 2.3.4)
  • Explain at least five programs in which social marketing was used as a tool for development and discuss the strengths and weaknesses of those particular applications; (CHES/MCHES competencies: 2.3.4, 2.1.3, 2.4.2)
  • Suggest at least one new collaborative project or application; (MCHES/MCHES competencies: 2.1.3) and
  • List at least five new professional contacts. (MCHES/MCHES competencies: 2.1.3)