Participants in this course will learn and experience how to use social marketing to design public health and social change programs. We will use a people-centered approach that relies on insight and empathy as much as on data for program development. We will explore learning and behavior change in a social context as much as in an individual one. We will work in a context that is the everyday lives of people, the competition for ‘space’ in their lives and the 4P marketing framework as a tool to address public health problems. We will adapt design thinking methodologies to complement the marketing planning process and learn to engage people to develop programs that are more effective, efficient, equitable and sustainable than existing solutions.

PRE-REQUISITE: Introduction to Social Marketing

Books

Gillin, P. The Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books, 2009.

Lidwell, W., Holder, K. & Butler, J. Universal Principles of Design. Beverly, MA: Rockport Publishers, 2003.

Steele, J. Truth, Lies and Advertising: The Art of Account Planning. New York: John Wiley & Sons, 1998.

Neumeier, M. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkeley, CA: New Riders, 2006.

Bevan, H., Robert, G., Bate, P., Maher, L. & Wells, J. Using a Design Approach to Assist Large-Scale Organizational Change: 10 High Impact Changes to Improve the National Health Service in England. The Journal of Applied Behavioral Science 2007;43:135-152.

Phills, Jr., J.A., Deiglmeier, K. & Miller, D.T. Rediscovering Social Innovation. Stanford Social Innovation Review 2008 (Fall).

Lefebvre, R.C. Integrating cell phones and mobile technologies into public health practice: A social marketing perspective. Health Promotion Practice 2009;39:490-494.

Lefebvre, R.C., Doner, L., Johnston, C., Loughrey, K., Balch, G., Sutton, S.M.  Use of database marketing and consumer-based health communication in message design: An example from the Office of Cancer Communications’ ‘5 a Day for Better Health’ program. In: Maibach, E., Parrott, R., eds.  Designing health messages: Approaches from communication theory and public health practice. Newburg Park, California: Sage Publications, 1995:217–46.

Sanders, L. An Evolving Map of Design Practice and Design Research. Interactions 2008;15(6):13-17.

Sutton, S.M., Balch, G.I., Lefebvre, R.C. Strategic questions for consumer-based health communications. Public Health Reports 1995;110:725-733.

R. Craig Lefebvre, PhD
Research Professor
College of Public Health
University of South Florida

COURSES ARE LIMITED TO 25 PARTICIPANTS.

How to Register:

NOT-for-University Credit:
There are up to 15 NOT-for-Credit seats in the course. The cost per course is $1,200. The registration fee for the event covers the cost of food and beverage (breakfast and afternoon break). You may also purchase a $20 parking permit that is valid for all 5 days of the course. Since parking is extremely limited, it is recommended that you plan to arrive at the course early. In lieu of driving, you may also utilize the shuttles that are available at several of the hotels in the area. Contact information for these hotels is listed further down on this website.

You may pay by credit card (Visa, MasterCard, American Express) or check (payable to USF HPCC). All payments must be made in U.S. dollars. Purchase orders will only be accepted if prior permission is received. Please e-mail Stephanie Makar at smakar@health.usf.edu if you would like to pay with a purchase order.

FOR-University Credit:
There are 10 FOR-Credit seats available, on a first-come first-served basis.

All students registering FOR-university-credit are liable for the applicable USF tuition and fees. In addition, a separate $200 fee must be paid through this website (credit cards only) in order to be given the opportunity to register with USF OASIS.

Students who have enrolled at USF in the past 12 months:

1. Register via the online registration button below and pay the $200 fee.
2. Leah Phillips (LPHILLI1@health.usf.edu) will e-mail you once your payment is confirmed.
3. Once you receive confirmation, you MUST complete a College of Public Health Registration Worksheet, which is available at COPH Academic Affairs.
1. College of Public Health degree-seeking students must have their advisor’s approval on the worksheet.
2. Degree-seeking students enrolled at another college or as a non-degree seeking student do not need a signature on the worksheet.
4. Worksheets can be faxed to 813-974-8121 or hand-delivered to CPH 1133. The Academic Affairs office will issue you a permit to register in OASIS.
5. Once you receive your electronic permit, you MUST register in OASIS.

Students who have not enrolled at USF in the past 12 months:

1. Students who have never enrolled at USF or have not taken USF classes in the past 12 months must complete the FACTS Online Non-Degree Enrollment Application. This application is available at the USF Registrar's Website. A $30 non-refundable application fee will be assessed.
2. Once the application detailed above is completed, students must register via the online registration button below and pay the $200 fee.
3. Leah Phillips (LPHILLI1@health.usf.edu) will e-mail you once your payment is confirmed.
4. Once you receive confirmation, you MUST complete a College of Public Health Non-Degree-Seeking Registration Worksheet, which is available at COPH Academic Affairs.
5. Worksheets can be faxed to 813-974-8121 or hand-delivered to COPH 1133.
6. Once you receive your electronic permit, you may register on OASIS, according to your appointment time.

*Students interested in applying for the Graduate Certificate in Social Marketing may visit http://www.outreach.usf.edu/gradcerts for details.

Cancellation Policy

NOT for University Credit: Cancellations must be requested in writing via fax or email, and received by December 14, 2009.  A $35 cancellation fee will be assessed to cover administrative costs. There are no refunds for no-shows; however, substitutions are welcome without penalty.  Please allow 5-7 working days for refund.

FOR University Credit: Students who are taking courses FOR credit and wish to drop the class must follow deadlines and procedures established by the USF Registrar’s Office. Note that the $200 additional fee is nonrefundable, should you choose to drop the course.

The University and reserves the right to revise program content and presentation, or to cancel the program if registration criteria are not met or when conditions beyond USF’s control prevail.  If the program is cancelled, the University’s liability is limited to refund of the registration fee paid by each registrant.  If a course does not have enough students, it will be cancelled.  This determination will be made by December 7, 2009. All registrants will be notified by e-mail as soon as the course has been confirmed or cancelled so that they can make travel arrangements.

University of South Florida
College of Public Health
January 4-8, 2010
CPH 2004
13201 Bruce B. Downs Blvd.
(between Holly & Fletcher Ave.)
Tampa, FL 33612
Phone: (813) 974-3623
Fax: (813) 974-4718
COPH Campus Map

Students are on own for lunch each day. Please click the link below to download a map of restaurants in the area:
Food Map

Parking
Students coming from a distance may stay in any of the hotels listed below, many of which offer complimentary shuttle service to the USF campus..  If you drive a car on campus and are not already a student with a parking permit, you may purchase parking permits for the number of days that the course meets on campus by indicating as such on your registration form. Parking permits will be mailed to you.
PARKING MAP

Off-Campus Lodging / Hotel
Note: Hotels, except for the Embassy Suites, are not within easy walking distance of the campus. The order in which the hotels are listed does not imply an ordered recommendation.

• Embassy Suites Tampa – USF/Busch Gardens
  3705 Spectrum Boulevard
  Tampa, Florida 33612
  813-977-7066
  Embassy Suites USF Website
  Located at edge of USF campus
  Complimentary local shuttle service.
  
  
• Hampton Inn & Suites – Tampa North
  8210 Hidden River Parkway & Fletcher Ave.
  Tampa, FL 33637
  813-903-6000
  Hampton Inn Website
  
  
• Wingate by Wyndham Tampa
  3751 East Fowler Ave.
  Tampa, FL 33612
  813-979-2828
  Wingate Tampa Website
  Complimentary local shuttle service.
  

• Hilton Garden Inn - Tampa North
  13305 Tampa Oaks Blvd
  Temple Terrace, FL 33637
  813-542-5000
  Hilton Garden Inn Website
  Complimentary local shuttle service.
  
  
• AmeriSuites Tampa – Near Busch Gardens
  11408 North 30th Street
  Tampa, FL 33612
  813-979-1922
  AmeriSuites Website
  
  
• Residence Inn by Marriott – Tampa North
  13420 North Telecom Parkway
  Tampa, FL 33637
  813-972-4400
  Marriott Website
  
  
• TownePlace Suites by Marriott – Tampa North
  6800 Woodstork Road
  Tampa, FL 33637
  813-975-9777
  TownPlace Website

Please call the CPD Office at (813) 974-4296 or (800) 852-5362 by December 21, 2007 if a reasonable accommodation for a disability is needed.

Events, activities and facilities of the University of South Florida are available without regard to race, color, sex, national origin, disability, age, or Vietnam veteran status as provided by law and in accordance with the University’s respect for personal dignity.