Training Academies

North American Social Marketing Conference 2024

A Dose of Hope: Uniting Minds, Inspiring Change

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

Wednesday 15 and Thursday 16 May

Get a quick introduction to applying social marketing to your work in the “introductory” Training Academy May 15-16, 2024, 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.


Mahmooda Khaliq Pasha, PhD, CPH
Associate Professor
College of Public Health, University of South Florida 

World Health Organization Collaborating Center on Social Marketing
University of South Florida, Tampa, FL

Training Academy #2: The Eyes Have It: Eye tracking and facial expression analysis for social marketing

Wednesday 15 and Thursday 16 May

New and Improved Neuromarketing Training—Never leave the beach hotel!

The state-of-the-art of on-line consumer response assessment comes to the beach! With the unveiling of iMotions Online, participants will learn how to set up and run a study using webcam-based eye tracking and facial expression data. Gather neuromarketing informed pre-testing results from your office, with a laptop – i.e., no lab required. Participants will receive a trial license to the iMotions Online software courtesy of iMotions. As the tool is completely on-line, bring your laptop and digital versions of communications products you would like to test for audience reactions. The training will take place entirely at the conference hotel. Day 1 will focus on the ‘what and why’ of neuromarketing research and basic study design. Day 2 will be hands on study set up and collection of data with a discussion of analytical tools.    Lead trainers for this session are Dr. Claudia Parvanta from the USF College of Public Health and Dr. Rob Hammond, Director, Customer Experience and Behavioral AI Lab, Muma College of Business, USF.

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

Training Workshop: Thursday 16 May

Fostering Sustainable and Healthy Behaviors:
An Introduction to Community-Based Social Marketing

This workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster behaviors that protect the environment. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad-scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs. Further, attendees will have extensive opportunities to discuss the application of community-based social marketing to the design of actual programs.

Workshop Leader

Dr. Doug McKenzie-Mohr




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