Training Academies

Training Academy #1: How to Think Like a Social Marketer

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.

Training Academy Schedule

Day 1: Wednesday, May 25, 2022

TimeSession / EventLocation
8:00 AM - 5:00 PMRegistration Desk Open & ExhibitsLobby II
8:00 AM - 9:00 AMContinental BreakfastLobby II
9:00 AM - 9:30 AMOverview of the Training Academy
(Mahmooda Khaliq Pasha, PhD)
9:30 AM - 10:20 AMWhat’s So Different? Overview of Social Marketing’s Distinctive Features
(Mahmooda Khaliq Pasha, PhD)
10:20 AM - 11:00 AMSocial Marketing in Practice: Case Studies
(Engela Makris, MiM, MPH, Adaline Buerck, PhD, MS)
11:00 AM - 11:20 AMComfort BreakLobby II
11:20 AM - 12:15 PMIdentifying and Selecting Your Behavioral Focus (Mahmooda Khaliq Pasha, PhD)Beach/Gulf
12:15 PM - 1:15 PMLunch Supplied on Premise
1:15 PM - 1:30 PMWarm-Up ExerciseBeach/Gulf
1:30 PM - 2:30 PMSelecting and Prioritizing Your Target Audience(s) – Based on Your Behavioral Focus (Mahmood Khaliq Pasha, PhD)
(Rowena Merritt, PhD)
2:30 PM - 3:15 PMCustomer Profiling Exercise: Understanding What Moves and Motivates Your “Customer”
(Angela Makris, MiM, MPH)
3:00 PM - 3:20 PMWorking BreakLobby II
3:15 PM - 3:30 PMCustomer Profiling Exercise: Feedback Session (Mahmooda Khaliq Pasha, PhD)Beach/Gulf
3:30 PM - 4:15 PMStakeholder Analysis and Engagement (Mahmooda Khaliq Pasha, PhD)Beach/Gulf
4:00 PMAdjourn for the Day (A.K.A Beach Time!)
4:00 PM - 5:00 PMOptional one-on-one Consultation Session (Mahmooda Khaliq Pasha, PhD, Angela Makris, MiM, MPH, Adaline Buerck, PhD, MS)Beach/Gulf

Day 2: Thursday, May 26, 2022

8:00 AM - 5:00 PMRegistration Desk Open & ExhibitsLobby II
8:00 AM - 9:00 AMContinental BreakfastLobby II
9:00 AM - 10:30 AMResearch in Social Marketing: Which Method Should You Use? (Mahmooda Khaliq Pasha, PhD, MHS)Beach/Gulf
10:30 AM - 11:00 AMSocial Marketing 4 Ps (Mahmooda Khaliq Pasha, PhD, MHS)Beach/Gulf
11:00 AM - 11:15 AMComfort BreakLobby II
11:15 AM - 12:15 PMCreative Thinking Techniques (Phil Winters, TDM-CP)Beach/Gulf
12:15 PM - 1:15 PMLunch Supplied on Premise
1:15 PM - 2:00 PMTools of Change (Mahmooda Khaliq Pasha, PhD, MHS)Beach/Gulf
2:00 PM - 2:45 PMDeveloping Marketing Mix, Based on Key Insights (Mahmooda Khaliq Pasha, PhD, MHS)Beach/Gulf
2:45 PM - 3:05 PMComfort BreakLobby II
3:05 PM - 3:30 PMConcept Testing/Pretesting Your Marketing Mix (Angela Makris, MiM, MPH)Beach/Gulf
3:30 PM - 3:35 PMPledge to be a Social Marketer (Mahmooda Khaliq Pasha, PhD, MHS)Beach/Gulf
3:35 PM - 4:00 PMGraduation Ceremony
2022 Training Academy Class Photo
Slide show of Training Academy
4:00 PM Adjourn

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
London, UK


Training Academy #2: Neuromarketing for Social Marketing Media Analysis

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.

With registration for the workshop, the CMSI’s technology partner, iMotions, will provide participants with a one-month trial license to their online data collection platform (i.e., no lab required), as well as their full customer support website.

The best of the lab – through the cloud. iMotions Online is a cloud- and browser-based data collection tool, that allows you to set up webcam eye-tracking and facial expression analysis studies and collect respondent data through their browser. The only thing you have to consider is how you scale it to match your ambitions. Visit iMotions Online to learn more.

Please Note: The Neuromarketing for Social Marketing Media Analysis is limited to 20 attendees.

Learning Objectives

By the end of the workshop, participants will be able to:

  • Describe the relationship between physiological sensation and emotional expression
  • Explain the use of neuromarketing tools in evaluating communication media
  • Create a study from a template using iMotions online data collection platform
  • Identify sensor equipment in a customer experience lab and describe its function
  • Practice study administration
  • Practice using data visualization tools available in iMotions
  • Access iMotions biometric software licenses
8:00 AM – 5:00 PMRegistration Desk OpenLobby II
7:30 AM – 8:30 AMContinental BreakfastLobby II
8:00 AMWelcome & Introductions Sheraton Sand Key
8:30 AM – 9:30 AM- The physiological expression of emotions
- What Neuromarketing brings to evaluation of social marketing media with case study example
9:30 AM – 12:00 PMKey Components of a Neuromarketing Study of Media - I
- Selection of stimulus [print, video]
- Eye-tracking [how it works, metrics, defining ‘areas of interest
- Facial expressions and action units [what they are, metrics]
- Other sensors used in the lab (EEG, heart rate, galvanic skin response)
12:15 PM – 1:00 PMLunch served
1:15 PM - 2:00 PMKey Components – II
- Perceived effectiveness, call to action, recall, outcome variables
- Consent language
2:00 PM – 4:00 PM- Participants upload study templates on personal laptops
- Facilitators work with participants to populate templates with chosen stimuli and select additional measures and questions.
4:00 PMAdjourn for the Day (Beach Time!)
8:00 AM – 5:00 PMRegistration Desk OpenLobby II
7:30 AM - 8:00 AMContinental BreakfastLobby II
8:00 AMBus available for boarding from Sheraton Sand Key ResortCSMI Lab at Muma College of Business, USF Tampa Campus
8:30 AMBus departs Sheraton for CMSI Lab, USF Tampa Campus
9:30 AM - 12:00 PMWelcome to CMSI Lab - overview of equipment and software.
- Participants set up at work stations ,import prepared study templates into iMotions.
- Participants ready studies for trial in lab
- Set up areas of interest
- Select facial expression modules
- Facilitators demonstrate data aggregation and display using iMotions
- Participants serve as respondents for each other’s studies
12:15 PM - 1:15 PMLunch served
1:30 PM - 3:30 PM- Participants serve as respondents for each other’s studies, cont.
- Participants practice generating eye-tracking data: Heat Map, Gaze Point
- Participants practice post processing facial expression data
- Information for accessing trial license and free resources from iMotions [registrants will have up to 6 months to access license to allow for planning of the study, IRB submissions, etc.]
- Reflections, what comes next?
3:30 PMBoard bus for the return trip to the hotel
4:30 PMArrive back at the Sheraton Sand Key Resort
Training Academy Faculty
  • Rob Hammond, DBA – Director, Center for Marketing and Sales Innovation(CMSI), Customer Experience Lab, Muma College of Business, USF
  • Claudia Parvanta, PhD – Professor, Social Marketing Concentration, Director Florida Prevention Research Center (FPRC), College of Public Health, USF
  • Samantha Boddupalli, MPH – Behavioral Research Manager, FPRC
  • Richard Harner, MD – Research Associate, CSMI
  • Vijay Prajapati, MPH – Neuromarketing Research Manager, FPRC
  • Yuqi Wang, MS Marketing – Research Associate, CSMI
  • Jessica Wilson, iMotions
  • Kieu Wong, iMotions