Some of the most difficult challenges that many global health professionals and managers face are persuading people to change their behaviour and adopt healthy practices. The growing spread of misinformation, disinformation, conspiracy theories, and rumours through online platforms further complicates this challenge. Against this background, the course will introduce participants to social and behavioural communication and change principles, communication, as well as to marketing and social marketing approaches and methods. A particular focus will be also on the potentialities, constraints, and risks of digital and social media.
Course Content:
- Introduction to marketing and communication, conceptualisations, implementation approaches and methods
- Introduction to social marketing, definitions and relevance, and good practice examples
- Organisational communication in the field of health to various stakeholders (funders, international organizations, NGOs and the public)
- Social Media in Public and Global Health: Principles, evidence base, social media campaigns and design principles, challenges of social media including misinformation and disinformation and counter-strategies