Training Academies

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, 2023, 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
Assistant Professor
College of Public Health
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

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
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