Wednesday, 11 February 2015

Management Development Programme on Social Marketing

The government institutions, not-for-profit groups, non-governmental organizations (NGOs), universities and colleges, and businesses are searching for better ways to improve people's health, the environment, infrastructures, and social welfare. Social marketing is the systematic application of marketing along with other concepts and techniques to achieve specific behavioural goals for a social good. It is delivering marketing campaigns commissioned to deliver social change for schools, local government, not for profit organisations, the health sector and niche commercial businesses. Social marketing utilises that latest marketing communication tools, combined with the most current segmentation and consumer insight techniques that focus on the individual to understand how to deliver positive behavioural change. There is a rising interest in social marketing, particularly in the manner in which it can be employed in developed as well as developing countries. The social marketing is a systems approach with universal application regardless of problem or local situation.

Objectives of the Programme

The objective of the programme is to enhance understanding of the social marketing. Specifically, the objectives are:

  1. to provide an overview of the social marketing approach and its distinctive features
  2. to identify behavioral determinants that must be addressed by the program intervention
  3. to use systematic approach to market social programs
  4. to design the basic social marketing strategies for behavior change

Course Contents

  1. Define distinctive features of Social Marketing
  2. Describe the steps that comprise the Social Marketing Process
  3. Initial Planning: What You Need to Know About Your Consumer
  4. Selecting the Target Behavior
  5. Segmenting and selecting Priority Population
  6. Designing Social Marketing Strategies (4 P’s)
  7. Competencies for Social Marketers

Who Should Attend

The program is designed for State and District level personnel working in public, NGOs, private sector organizations, social marketers, students and faculty, program planners and designers responsible for behavior change.

Training Approach

The programme pedagogy is based on the participatory learning approach. It includes: classroom lectures, discussion sessions, case studies and group work. Participants would work in small groups for supported learning and will reflect on change theories, conceptual models, and principles for developing evidence-driven communication for social and behavior change.

Duration and Venue

The programme is of 3-day duration. The programme will start at 10.00 am on Monday, 16th March 2015 and conclude at 5.00 pm on Wednesday, 18th March 2015. The programme will be held at the IIHMR University, Jaipur


A certificate of participation on completion of the programme will be issued by the IIHMR University, Jaipur

Programme Fee

  1. Indian Participants: Rs. 12,000 per participant plus 12.36% service tax
  2. Foreign Participants: USD 300 per participant plus 12.36% service tax
  3. The fee covers tuition fee, training material, stay in air-conditioning room (twin-sharing basis), breakfast, lunch, dinner, tea/coffee during the programme and pick-up and drop from Jaipur airport/railway station/bus stand.


Nomination form duly filled in along with the Demand Draft made in favour of “Institute of
Health Management Research, Jaipur” payable at Jaipur should reach by March 11th 2015 at the following address:
Dr. Seema Mehta, PhD
Associate Professor
1, Prabhu Dayal Marg, Sanganer Airport
Jaipur - 302 011
Phone: 0141-3924700 (30 Lines) Fax: 0141-3924738

For more information visit IIHMR University website. and for information on MDP visit
and for application form visit