Advanced Course in Behavior Change Communications

Next Course: Washington D.C. May 6th-8th 2024

Following upon the success of our Introduction to Social Marketing course, we are delighted to offer this new course, which builds up some of the key concepts taught in the Introductory course.

This course on behavior change communications focuses on how using social marketing techniques can broaden the impact of your communication programs, as well as better understanding their effectiveness.

You do not have to have completed the Introductory Course to attend this course, as we will provide a brief recap of the key concepts of behavior change and social marketing.

Themes covered will include:

Laying the foundations for successful behavior change: including understanding your target audience and analysing research data to create insight.
Developing and implementing an effective behavior change intervention mix: including creating an effective communications campaign and the role of other behaviour change levers such as service redesign.
Measuring the impact of behavior change campaigns: including developing a Theory of Change for your program, the use of Log Frames, and the different types of evaluation techniques available, including Participatory Evaluation and Most Significant Change.

Don’t worry if you have already done the Introductory Course and some of this looks familiar. In this course we will be looking at these topics in a lot more detail, with more practical exercises. In particular, the course will have a much greater focus on how to evaluate behavior change campaigns.

Course details:

Dates: May 6th-8th, 2024
Location: Booz Allen offices, 901 15th St. NW, Washington D.C.
Advanced Level
Course Cost: $1,499

This course is aimed at building upon the key behavior change skills and techniques introduced during the Introductory Course.

On completion of this advanced course, participants will have the skills and confidence to conduct effective primary research with their audiences, understand how to develop social marketing interventions (including the pitfalls to avoid) and setting up an effective monitoring and evaluation framework for your communication program.

This course is designed for those who already have some knowledge of behavior change/social marketing, particularly those people who are using behavior change techniques in their communication campaigns.

The course will be particularly useful to those working in Strategic Communications.

Attendance at this course is not dependent upon previously attending the NSMC's Introduction to Social Marketing course.

The cost of the three-day training course is $1,499.

We will seek payment just prior to the course. In the meantime, please contact John Landels on john.landels@thensmc.com to express your interest in attending.

Please note that by expressing your interest to attend, you are not committed to attending the course. If you change your mind, just let John know.

Course Directors

John Bromley is a founding Director of The NSMC and has over 20 years of experience in developing, implementing and evaluating behaviour change programs, including the first major public health behavior change program in the UK. John is also an experienced trainer and has participated in all our previous Booz Allen training courses.

John Landels is an experienced social marketing practitioner and trainer who has worked for the NSMC since 2014. John currently delivers a range of behavior training courses, including one for the International Social Marketing Association. John has worked with John Bromley on delivering the three-day introductory course in Washington on several occasions, including the latest event in 2023.

Syllabus

Like our acclaimed three-day Introduction to Social Marketing Course, this course is intense but also highly interactive - don't expect to be just sitting around reading PowerPoint slides. We will spend a lot of time looking at case studies and using a range of interactive activities to reinforce your learning.

The course will cover a range of topics:

Recap on the key concepts of Behaviour Change and Social Marketing, including the Social Marketing Planning Process.
Key activities that will help you lay the foundations for a successful behavior change campaign, including securing senior manager buy-in.
Getting to know your target audience by using a range of advanced research techniques.
Using advanced analysis techniques to create actionable insights that underpin your behavior change campaign.
Developing an effective behavior change intervention mix, using communications and other behavior change levers.
Implementing behavior change campaigns, including trouble shooting some of the common challenges faced.
Evaluating behavior change campaigns, using advanced evaluation methodologies such as Most Significant Change” and Participatory Evaluation.

Although this course is not accredited by the UK Chartered Institute of Marketing, you will sit a short written assessment to check you understanding of the concepts covered. On the successful completion of this assessment, you will gain a certificate from the NSMC.