What is social marketing: Social marketing basics -- Not just business as usual -- The social marketing mix -- The social marketing process -- Step 1: Planning: Formative research in social marketing -- Analysis -- Segmenting the target audience -- Strategy development -- Step 2: Message and materials development: Identifying appropriate channels -- Developing effective messages -- Producing creative executions -- Step 3: Pretesting: Pretesting principles -- Conducting the pretest -- Using the pretesting results -- Step 4: Implementation: Developing an implementation plan -- Planning and buying media -- Generating publicity -- Monltoring implementation -- Step 5: Evaluation and feedback: Evaluation basics -- Evaluation design -- Evaluation methods -- Using feedback to improve your program

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