Monitoring and Evaluating Your Social Marketing Programme

Helping you achieve sustainable behaviour change

This course is aimed at anyone who has completed an introductory course in social marketing and wants to learn how to use the widely adopted and respected NSMC monitoring and evaluation tools to measure progress and the overall success of your behaviour change project.

  • Next course: Please enquire.
  • Duration: 1 day.
  • Advanced Level.
  • Held at The NSMC's office in central London or via webcast.
  • Course cost: £295 (excluding VAT).

For information on the date of the next course please contact:

  • Why developing a monitoring and evaluation framework is essential to ensuring effective behaviour change.
  • Defining goals, selecting metrics and ensuring programme learning is applied.
  • Practically monitoring your social marketing project throughout its life.
  • Developing a full evaluation framework for your project, including how to measure behaviour change and devise a full economic analysis.
  • Using process, output and outcome evaluation methodologies to monitor and evaluate your social marketing programme.

This course is recommended for:

  • Staff and commissioners who are responsible for programme reviews and evaluations.
  • People who want to develop an effective evaluation framework for their social marketing intervention.
  • People working in related disciplines who want to specialise in social marketing or behaviour change  and want a thorough understanding of social marketing evaluation techniques.


Course Director

Dr Rowena Merritt is The NSMC's Research Director and has over 15 years of experience of evaluating social marketing programmes in the UK and across the world.



The main topics covered are:

  • The value of evaluation and monitoring.
  • Setting clear goals, unambiguous aims and SMART objectives.
  • Understanding the key evaluation questions that need answering.
  • Creating a baseline to measure the success of your project.
  • Devising effective process monitoring and evaluation techniques.
  • The difference between output and outcome measures and creating an effective evaluation framework.
  • Developing a full economic evaluation including calculating return on investment and developing a cost-benefit ratio.
  • Ensuring that knowledge flows through your organisation and influences future organisational planning and delivery.
Evaluating a Programme

Lose the Fags (Pt.5 Evaluation)

In this short video, the Project Manager for a social marketing programme to increase the number of smoking quitters in Stockport, England  discusses her approach to evaluating it.

What Our Clients Say

  • "The NSMC is at the forefront of social marketing thinking."

    Katherine Wilson

    Communincations Implementation Manager, National Patient Safety Agency

  • "The skills and experience of The NSMC were absolutely vital for the successful delivery of our behaviour change projects in Jordan. Their training courses comes highly recommended."

    Robert Cardinalli

    Chief of Party, USAID, Jordan