kickstart your learning in ALICANTE.

A Practical Course for Behavior Change Professionals

This globally recognized course, endorsed by the International Social Marketing Association (iSMA) and the European Social Marketing Association (ESMA), is designed to equip you with the practical skills and knowledge needed to develop and implement effective behavior change initiatives.

Whether you’re new to social marketing or looking to refine your approach, this course will introduce you to the six core concepts of Social Marketing and how to apply them to real-world challenges. You’ll learn how to:
✔ Set clear behavioral goals and measure success
✔ Segment your target audiences for maximum impact
✔ Conduct meaningful research to inform interventions
✔ Design, implement, and evaluate behavior change strategies that work

Expert-Led Learning

The course is delivered by three highly experienced social marketing practitioners:
📘 Professor Jeff French – Leading author, speaker, and global expert in Social Marketing.
📘 John Bromley – Director of the NSMC, Senior Teaching Fellow at the University of Greenwich, and behavior change specialist with over 20 years of experience.
📘 John Landels – Social Marketing practitioner and Head of Training at the NSMC.

Flexible Learning Options

You can choose the learning path that best suits your needs:

• Day One: Focuses on theory and key concepts of social marketing.
• Day Two: A hands-on workshop-style session on planning, implementing, and evaluating real-world social marketing programs and projects.

Exclusive Benefits for Attendees

🎟 Discounted registration for the next World Social Marketing Conference in Thailand (2027).
💡 Savings on the "Key Concepts in Social Marketing" online course, endorsed by ESMA & iSMA.

Take this opportunity to gain cutting-edge insights, develop practical skills, and connect with global experts in behavior change. Register now and start making a real impact!

Day One: Social Marketing Key Concepts & Theory

Day One focuses on building a strong foundation in Social Marketing principles and theory. You’ll explore key concepts, ethics, and practical application through real-world case studies and discussions.

Welcome & Introduction

• Overview of the two-day course structure and learning objectives.
• Warm-up exercise: Assess your expertise in behavior change.

The Case for Social Marketing

• Understand how Social Marketing differs from traditional education and communication approaches.
• Learn the six key principles of Social Marketing and how they drive real behavior change.
• Explore case studies showcasing effective Social Marketing strategies.

Applying Social Marketing in Practice

• Learn why stakeholder engagement is essential and how to sustain it.
• Identify the key behaviors and barriers to change that will have the greatest impact.
• Examine real-world examples of Social Marketing in action.

Ethics & Dilemmas in Social Marketing

• Discuss ethical challenges in Social Marketing.
• Learn how to apply ethical analysis and risk management to live projects.

Scoping & Research – Part One

• Introduction to Social Marketing planning models and their common features.
• How to segment and prioritize target audiences.
• Learn to analyze competition, assets, and potential barriers to behavior change.
• Discover the importance of formative research and how to identify reliable data sources.

Closing & Preparation for Day Two

• Q&A session to clarify concepts.
• Recommendations for further study and an overview of Day Two.

Day Two: Planning, Implementation & Evaluation

Day Two is focused on applying Social Marketing principles to real-world projects. You’ll learn how to design, implement, and evaluate effective behavior change programs.

Introduction & Icebreaker

• Review of learning goals and interactive warm-up exercise.

Scoping & Research – Part Two

• Identify which research methods provide the best behavioral insights.
• Learn how to develop effective research questions and analyze audience data.
• Use insights to inform strategy and intervention design.

Developing a Behavior Change Program

• Explore the different intervention options beyond communication campaigns.
• Understand how to select the right mix of strategies based on audience insights.
• Learn how to integrate ethical principles into program design.

Implementation & Delivery

• How to effectively implement and manage a Social Marketing program.
• Budgeting, coalition-building, risk management, and adapting to challenges.

Monitoring & Evaluation

• Learn the fundamentals of monitoring and evaluation.
• Understand process, outcome, impact, and economic evaluations.
• Develop an evaluation plan and best practices for reporting and dissemination.

Closing & Next Steps

• Final Q&A session and key takeaways.
• Recommendations for further learning and practical application.