Introduction to Social Marketing: Three-day Course

Next Course: Nov. 15th-17th, 2017 in Hong Kong

Like the two-day course, this three-day course provides a thorough introducton to the basic concepts and tools of social marketing. However, the additional day is used to explore a range of case studies in more detail and there is also more time for interactive group work.

  • Next course: November 15th - 17th, 2017.
  • Held: Hong Kong - venue to be confirmed.
  • Introductory Level.
  • Accredited by the UK Chartered Institute of Marketing.
  • Course cost: HK$7,800
  • The cost of the course includes the cost of the sitting the assessment and gaining CIM accreditation.


  • A thorough understanding of the key principles and terminology of social marketing.
  • Guidance on how to plan, manage and evaluate your own behaviour change programmes.
  • An extended introduction to both qualitative and quantitative research techniques.
  • Access to a wide range of tools and resources to assist with your own behaviour change programmes.
  • The option to gain a qualification in social marketing accredited by the UK Chartered Institute of Marketing.

This course is designed for anyone whose job involves trying to influence people's behaviour, whether it be in public health, financial services, in a local authority or a company's HR department.

Students of marketing may also find the course useful, as well as anyone who commissions social marketing or behaviour change work.


Course Directors

Mike Hope is an experienced social marketing practitioner who has worked on a wide range of public health behaviour change challenges, including alcohol control, smoking cessation, healthy weight and cancer. Mike also teaches widely in both the UK and abroad and has been teaching the accredited CIM course since 2015.


John Bromley is a founding Director of The NSMC and has over 20 years of experience in developing, implementing and evaluating behaviour change programmes, including the first major public health behaviour change progrramme in the UK. John is also an experienced trainer who has worked in both the UK and abroad, including the USA, Croatia and Zimbabwe.


This course is intensive but it is highly interactive - don't expect to be just sitting around reading PowerPoint slides! As we have an extra day compared to the two-day course, there is more time for interactive actiivites to reinforce your learning. We also spend more time looking at the various research techniques used in social marketing.

The main topics covered are:

  • What social marketing is and what it isn't.
  • The key elements of a successful social marketing intervention.
  • Putting social marketing into practice - understanding who your audience is, the barriers they face to changing their behaviour and using audience understanding to develop interventions.
  • Understanding your behavioural challenge.
  • Involving stakeholders in achieving behaviour change.
  • Researching the issue - learning from others and undertaking your own research.
  • Segmenting your audience and setting a behavioural goal.
  • Turning insight into action - developing your intervention and using behavioural theory.
  • Planning a Communications Programme.
  • An introduction to Behavioural Insights.
  • Monitoring and evaluation.
  • Chartered Institute of Marketing assessment.

Please click here to go to our Three-day Award Course Agenda page where you can download a more detailed syllabus.

What is Social Marketing?

What is social marketing?

In this short video, John Bromley and Rowena Merritt of The NSMC introduce the key principles of social marketing.

What Our Clients Say

  • "This course had an excellent balance between lectures and activities. I loved the diverse range of activities."


    Three-day course delegate, Washington D.C.

  • "I found this course really insightful and learned so much about social marketing that I can apply immediately to my own work."


    Three-day course delegate, Washington D.C.