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Unit Code: HPM804

Unit Name: Advanced Social Marketing in Health Promotion

Description: This course is designed to provide students with basic understanding on the key concepts and practice of social marketing and their use as a health promotion strategy. Apart from studying the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole, student will also be exposed to other health communication techniques and skills. There will be a mixture of classroom and lab or field practical on the process that is followed in social marketing practice. Students will be exposed to simulation and real life practice with the Ministry of Health HP Services or other NGOs that have active Social Marketing Program.

Learning Target Outcomes: On successful completion of this course, the students will be able to: 1. Discuss health education, mass media, education entertainment and social marketing concepts with behaviour change theories in addressing unhealthy behaviour. 2. Discuss the use of social marketing principles (SM) and techniques and other health communication theories (HCT) to influence target audience behaviour for social change. 3. Conduct a needs assessment to plan, implement and evaluate strategies to enhance individual and community health. 4. Identify the target groups and segment the population pertaining to relevant behaviour change, communication channel and other relevant services appropriate for their needs. 5. Develop an appropriate communication strategy, within the larger context of a health promotion programme, that will reach and influence the identified audience and effectively bring about the targeted change / promotion of health.

Prerequisite: Minimum Entry Requirement.

Prerequisite Sentence: N/A

Credit Point: 20

Offered In: Semester 1,2