Definition
Educational standards in social marketing encompass the knowledge and the skillset (know-how) that a social marketer should possess to excel in their academic or professional career related to the discipline.
Introduction
Social marketing has become an essential competency for the public health workforce worldwide. The Association of Schools of Public Health in the European Region (ASPHER) listed “social marketing” under the intellectual competencies of public health professionals (chapter E.1), being one of the “central concepts applied to health promotion” (E.1.4) and is linked to “basic theories underlying communication skills” (E.1.6) (ASPHER 2018). Similarly, the Association of Schools and Programs of Public Health (ASPPH) mentions marketing under the competencies for Health Policy and Management (“applying principles of strategic planning and marketing to public health”) (ASPPH).
However, social marketing programs remain limited in number (Kelly 2013). Recently,...
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References
Akbar, M. B., Foote, L., Lawson, A., French, J., Deshpande, S., & Lee, N. R. (2021). The social marketing paradox: Challenges and opportunities for the discipline. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-021-00308-0.
ASPHER. (2018). ASPHER’s European list of core competences for the public health professional. Scandinavian Journal of Public Health, 46(23_suppl), 1–52. https://doi.org/10.1177/1403494818797072.
ASPPH. ASPPH|MPH core competency model. In ASPPH|MPH core competency model. https://www.aspph.org/teach-research/models/mph-competency-model/. Accessed 22 June 2019.
iSMA, International Social Marketing Association, ESMA, European Social Marketing Association, & AASM, Australian Association of Social Marketing. (2014). Academic competencies for social marketing. http://smana.org/wp-content/uploads/2017/04/iSMA-Academic-Competencies-Sept-2014.pdf. Accessed 24 Jan 2022.
Kelly, K. J. (2013). Academic course offerings in social marketing: The beat continues. Social Marketing Quarterly, 19(4), 290–295. https://doi.org/10.1177/1524500413507825.
Lee, N. R. (2020). The future of social marketing: Let’s get it in orbit by 2025! Social Marketing Quarterly, 26(1), 3–13. https://doi.org/10.1177/1524500419889141.
Further Readings
Holden, P.R., & Wood, M. (2017). Qualification and professional standards in the field(s) of social marketing and behaviour change, iSMA Webinar produced in collaboration with ESMA. January 31 https://youtu.be/Lj7g1l5cL8g
Kassirer, J., Lefebvre, C., Morgan, W., Russell-Bennett, R., Gordon, R., French, J., Suggs, L. S., Lee, N., & Biroscak, B. J. (2019). Social marketing comes of age: A brief history of the community of practice, profession, and related associations, with recommendations for future growth. Social Marketing Quarterly, 25(3), 209–225. https://doi.org/10.1177/1524500419866206.
Kelly, K. J. (2009). Social marketing education: The beat goes on. Social Marketing Quarterly, 15(3), 129–141. https://doi.org/10.1080/15245000903131392.
Truong, V. D., & Dietrich, T. (2017). Master’s thesis research in social marketing (1971–2015). Journal of Social Marketing, 8(1), 58–98. https://doi.org/10.1108/JSOCM-11-2016-0072.
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Bardus, M., Holden, P. (2022). Educational Standards in Social Marketing. In: The Palgrave Encyclopedia of Social Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-14449-4_135-1
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DOI: https://doi.org/10.1007/978-3-030-14449-4_135-1
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