Social Marketing Research and Evaluation Training Course. London, October 2019

Helping you achieve sustainable behaviour change

This course covers two key skills required to deliver a sucessful social marketing program:

  • Carrying out inciteful primary and secondary research with your target audience to inform the design of you programme.
  • Conducting effective monitoring and evaluation of your program to measure progress and assess its impact, using a range of respected and widely adopted NSMC tools.

Course details:

  • Dates: October 2019 (exact date to be confirmed)
  • Location: central London
  • Advanced Level.
  • Course Cost: £480 (excluding VAT)

The research section of the course will cover:

  • Carrying out an effective secondary research phase.
  • Developing an effective primary research strategy on a limited budget.
  • Producing topic guides, surveys and questionnaires.
  • Carrying out qualitative and quantitative primary research including focus groups, interviews, surveys and journey mapping. 
  • Conducting effective co-creation with your target audience.

The monitoring and evaluation section will cover:

  • 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 theories of change and log frames for social marketing projects.
  • Developing a full evaluation framework for your project, including how to measure behaviour change. 

This course is designed for those who already have a good knowledge of social marketing and may even have implemented their own programmes.  

Attendance at this course is not dependent upon previously completing the NSMC's Two-day Introduction to Social Marketing course but we recommend that you refer to our web page for this course to check you are aware of the key concepts covered in it. You can reach this page by clicking here.

The cost of this course is £480 excluding VAT.

Our booking website will not open until September 2019. In the meantime, please contact John Landels on john.landels@thensmc.com to express your interest in attending. 

Course Director

Dr Rowena Merritt is a Director of the NSMC and an experienced social marketing practitioner and trainer who teaches widely, both in the UK and abroad. Most recently, Rowena taught a three-day version of this course to management consultants in Washington D.C. in November 2018. 

Syllabus

Like our acclaimed Two-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 using a range of interactive activities to reinforce your learning. 

We will publish shortly a detailed agenda for the course but in the meantime we outline below the main topics to be covered 

Research techniques:

  • Carrying out effective secondary research.
  • Grading evidence.
  • Identifying research gaps in the secondary research.
  • Developing a primary research plan.
  • Writing effective topic guides, surveys and questionnaires.
  • Recruiting your target audience.
  • Conducting focus groups, interviews and journey mapping.
  • Carrying out effective co-creation with your target audience.
  • Turning research data into useful insight

Monitoring and Evaluation:

  • 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.
  • Developing theories of change and log frames for social marketing projects.
  • Ensuring that knowledge flows through your organisation and influences future organisational planning and delivery.
How to book

The cost of this course is £480 excluding VAT.

Our booking website will not open until September 2019. In the meantime, please contact John Landels on john.landels@thensmc.com to express your interest in attending.