Veidlapa Nr. M-3 (8)
Study Course Description
Health Communication and Social Marketing
Course Code
KSK_225
Branch of Science
Library Science; Media and communications
ECTS
3.00
Target Audience
Information and Communication Science
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Vita Savicka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The aim of the course is to develop the graduate students’ understanding of the historical development of social marketing and health communication, which ends in the modern health communication approach and theoretical explanation. During the course, students acquire the ability to choose the appropriate theoretical approach to achieve information of the public, change of attitude or transformation of behaviour. The aspect of multidisciplinarity and cooperation in provision of health communication is highlighted during the course.
Preliminary Knowledge
The course ”Communication Theories, Principles and Ethics” completed within the Bachelor’s level programme.
Learning Outcomes
Knowledge
1.Understanding of definitions, concepts and basic principles of social marketing and health communication and theoretical explanation of modern health communication approach. In-depth knowledge and understanding of basic and additional elements of social marketing, social marketing models and their use in health communication. In-depth knowledge and understanding of the development of a health communication strategy – methods of analysis, planning principles, audience analysis, as well as of campaign evaluation methods.
Skills
1.Compare and analyse, and choose the appropriate approach depending on the purpose of a communication campaign and explain in a reasoned manner the validity of the chosen approach. Prepare a communication campaign plan according to the campaign goals. Analyse and evaluate the efficiency of the campaign.
Competences
1.Develop, plan and manage a multidisciplinary and collaborative health communication campaign to change the information, attitude or behaviour of the public. Analyse and evaluate the public health communication and determine its effectiveness.
Assessment
Individual work
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Prepare plans for two communication campaigns, analyse two public campaigns and their effectiveness.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
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1. lecture and seminar attendance – 20%;
2. participation in seminar discussions – 30%;
3. group or individual presentation – 50%.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Explanation of concepts related to public health communication. Classification and characteristics of communication campaigns.
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-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Identification and research of a social issue. Changes in the society as a determinative factor of social marketing and health communication. The need for the use of social marketing and health communication concepts nowadays.
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-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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The nature of social marketing and the historical development of this concept. Definitions and theoretical understanding.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basic and additional elements of social marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing models. The use of social marketing in health communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development stages and definitions of health communication. Theoretical basis of health communication.
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-
Class/Seminar
|
Modality
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Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basic principles of health communication and approaches to its implementation.
|
-
Class/Seminar
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Health communication as a tool for achieving change and commercial goals.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication as a tool for achieving change and commercial goals.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Theoretical basis of health communication: theories of the community, interpersonal and individual levels and their explanation.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of the social marketing and health communication strategy – methods of situation analysis, planning principles, methods for audience segmentation, approaches to producing reports, development of performance indicators and choice of assessment methods.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of the social marketing and health communication strategy – methods of situation analysis, planning principles, methods for audience segmentation, approaches to producing reports, development of performance indicators and choice of assessment methods.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Schiavo R. 2014. Health Communication: from theory to practice
2.
Michie, S., Atkins, L. and West, R. (2014) The Behaviour Change Wheel: A Guide to Designing Interventions. London: Silverback Publishing.
3.
Hagger, M.S., Cameron, L.D., Hamilton, K., Hankonen, N. and Lintunen, T. (eds.) (2020) The Handbook of Behavior Change. Cambridge: Cambridge University Press
4.
Thaler, R.H. and Sunstein, C.R. (2021) Nudge: The Final Edition. New Haven, CT: Yale University Press.
5.
Lee, N.R. and Kotler, P. (2020) Social Marketing: Behavior Change for Social Good. 6th edn. Thousand Oaks, CA: SAGE Publications.
Additional Reading
1.
World Health Organization. 2017. Sixth Futures Forum on crisis communication
2.
Kok, G., Gottlieb, N.H., Peters, G.-J.Y., Mullen, P.D., Parcel, G.S., Ruiter, R.A.C., Fernández, M.E., Markham, C. and Bartholomew, L.K. (2016) Planning Health Promotion Programs: An Intervention Mapping Approach. 4th edn. San Francisco, CA: Jossey-Bass.
3.
Kahneman, D. (2011) Thinking, Fast and Slow. New York: Farrar, Straus and Giroux.