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8th Annual Summer Institute for Social Marketing and Health Communication at Emerson College

Communicators for Social Change July 8–13, 2012

A Workshop for: s!RTISTSAND/THER#REATIVE 0ROFESSIONALS s-ARKETERS s0UBLIC(EALTHAND3OCIAL 3ERVICE0ROVIDERS s&ACULTYAND!DVANCED 'RADUATE3TUDENTS


What is the Summer Institute for Social Marketing and Health Communication at Emerson College? 3PONSOREDBYTHE$EPARTMENT OF#OMMUNICATION3CIENCES AND$ISORDERSINTHE3CHOOLOF #OMMUNICATION THE3UMMER )NSTITUTEISANINTENSE ONE WEEKLEARNINGEXPERIENCETHAT BRINGSTOGETHERACADEMICSAND PROFESSIONALSFROMAVARIETYOF DISCIPLINESTOSTUDYHOWTOUSE COMMUNICATIONANDTHE CREATIVEARTSTOINmUENCESOCIAL CHANGE#OMBININGBOTH THEORYANDPRACTICE THE )NSTITUTECOVERSTHEBASICSOF

SOCIALMARKETING BEHAVIORAL CHANGEANDCOMMUNICATION ANDCREATIVEDEVELOPMENT 0ARTICIPANTSWILLWORKIN COLLABORATIVETEAMSTHAT INCLUDEACCOUNTMANAGERS BEHAVIORALSCIENTISTS AND MEDIAARTISTS ANDLEARNHOWTO SERVEASCATALYSTSFORINDIVIDUAL ANDSOCIALCHANGE

What will participants take back to their offices and studios? Create a Social Marketing Plan s5NDERSTANDHOWMARKETINGPRINCIPLESAND BEHAVIORALTHEORYDRIVECREATIVESTRATEGYAND CONCEPTDEVELOPMENT s!PPLYTHEIREXPERTISEINMARKETING BEHAVIORAL s5SECONSUMERRESEARCHTODEVELOPSTRATEGIESFOR SCIENCEANDORCREATIVEARTSTODEVELOPAUDIENCE TARGETINGTHEHARDTOREACH DRIVENCAMPAIGNSFORSOCIALCHANGE s!PPRECIATETHEROLEOFEVALUATION s)NTEGRATETHEORIESOFBEHAVIORALCHANGEWITH !SARESULTOFATTENDINGTHE3UMMER)NSTITUTE PARTICIPANTSWILLBEABLETO

CREATIVEPRACTICES Develop Creative Briefs s-AKEADIFFERENCEINSUCHAREASASHEALTH s#RITIQUESOMEOFTHEINDUSTRYSTOPSOCIAL PROMOTION ENVIRONMENTALADVOCACY LITERACY MARKETINGANDHEALTHCOMMUNICATION IMPROVEMENT ETC CAMPAIGNS s2ESEARCH DESIGN ANDIMPLEMENTSTRATEGIC s#OLLABORATEWITHTEAMMEMBERSONA COMMUNICATIONPROGRAMS REAL WORLDAPPLICATION s7ORKEFFECTIVELYWITHPROFESSIONALSFROMA VARIETYOFBACKGROUNDS FROMBOTHPUBLICAND PRIVATESECTORS TOIMPROVETHECREATIVEPROJECT MANAGERPARTNERSHIP

Cost 4HECOSTOFTHE3UMMER)NSTITUTE IS #OSTISNON CREDITTUITION ANDDOESNOTINCLUDEHOUSINGAND MISCELLANEOUSITEMS Register early. Attendance is limited. Applications are due June 8, 2012. &ORMOREINFORMATION CONTACT timothy_edgar@emerson.edu6ISIT cityofboston.govFORINFORMATIONABOUT THE#ITYOF"OSTON


Who Should Attend the Institute?

Marketers Faculty at Undergraduate 4HE3UMMER)NSTITUTEIS sCORPORATECOMMUNICATORSAND Institutions and Advanced DESIGNEDFORPROFESSIONALS BRANDMANAGERS Graduate Students WORKINGINTHEPUBLICAND sADVERTISINGAGENCYANDPUBLIC sVISUALANDMEDIAARTS PRIVATESECTORS ASWELLAS JOURNALISM CREATIVEWRITING FACULTYANDADVANCEDGRADUATE RELATIONSlRMACCOUNTSTAFF ANDPERFORMINGARTS STUDENTSINTERESTEDIN Public Health and Social sHEALTHCOMMUNICATION EXTENDINGTHEIRKNOWLEDGETO Service Providers BEHAVIORALSCIENCES PUBLIC AREASOFPROFESSIONALPRACTICE sHEALTHCOMMUNICATIONAND HEALTH MARKETING ADVERTISING 4HE3UMMER)NSTITUTEIS SOCIALSCIENCEPRACTITIONERS ANDPUBLICRELATIONS SUITABLEFOR WORKINGFORSTATEHEALTH DEPARTMENTS FEDERALAGENCIES Creative Professionals COMMUNITY ORFAITH BASED sCREATIVEDIRECTORS COPYWRITERS ORGANIZATIONS ARTDIRECTORS GRAPHICDESIGNERS sHEALTHPROVIDERSANDEDUCATORS slLMMAKERS BROADCAST PRODUCERS PHOTOJOURNALISTS

Who Will Lead the Institute? 3OMEOFTHETOPPROFESSIONALSWHOHAVEMADEA CAREEROUTOFMAKINGADIFFERENCEWILLLEADTHE )NSTITUTE Lynda Bardfield ISCHIEFCREATIVEOFlCEROFTHE CONSULTINGlRM#REATIVE#ONSCIENCE WHERESHE WORKSTODESIGNSTRATEGIESANDPROGRAMSTHAT UTILIZEMARKETINGPRINCIPLES COMMUNICATION ANDINNOVATIONTOIMPACTINDIVIDUALANDSOCIAL CHANGE3HECONTINUESTOWORKCLOSELYWITH &AMILY(EALTH)NTERNATIONAL&() WHERESHEHAS SERVEDASASSOCIATEDIRECTORFORSTRATEGIC BEHAVIORALCOMMUNICATIONSINCE PROVIDING GLOBALTECHNICALLEADERSHIPINTHEDESIGNOF BEHAVIORALINTERVENTIONSINMORETHAN COUNTRIES,YNDADEVELOPEDGLOBALCAMPAIGNS FORCLIENTSTHATINCLUDED#OLGATE0ALMOLIVEAND 'ILLETTEINHERROLEASSENIORVICEPRESIDENT CREATIVEDIRECTORFORMULTINATIONALADVERTISING lRMS&OOTE#ONE"ELDINGAND,EO"URNETT 3HEALSOHASWORKEDASEXECUTIVECREATIVE DIRECTORFORTHE!CADEMYFOR%DUCATIONAL $EVELOPMENTANDASVICEPRESIDENT CREATIVE DIRECTORFOR0ROSPECT!SSOCIATES LEADINGCREATIVE EFFORTSONAWARD WINNINGCAMPAIGNSFORFEDERAL ANDSTATEAGENCIES INCLUDINGTHE#ENTERSFOR $ISEASE#ONTROLAND0REVENTION THE.ATIONAL )NSTITUTESOF(EALTH ANDTHE53$!,YNDASERVED ASPROFESSOROFSOCIALMARKETINGIN%MERSON #OLLEGES'RADUATE(EALTH#OMMUNICATION 0ROGRAMIN&ALL

Timothy Edgar PhD ISASSOCIATEPROFESSOROF HEALTHCOMMUNICATIONANDPROGRAMDIRECTOROF THE(EALTH#OMMUNICATION0ROGRAMAT%MERSON #OLLEGE"EFOREJOINING%MERSONSFACULTY 4IM LED7ESTATSRESEARCHANDEVALUATIONEFFORTSFOR NUMEROUSFEDERALLYOPERATEDHEALTH COMMUNICATIONCAMPAIGNS(ISCLIENTSINCLUDED THE#ENTERSFOR$ISEASE#ONTROLAND0REVENTION ANDTHE.ATIONAL)NSTITUTESOF(EALTH2ECENTLY 4IMHASPUBLISHEDESSAYSONTHEPRINCIPLESAND PRACTICEOFSOCIALMARKETINGINPUBLICATIONSSUCH ASTHEInternational Encyclopedia of Communication 21st Century Communication ANDTHEJournal of Antimicrobial Chemotherapy 4IMSSPECIALEXPERTISEISONCOMMUNICATION ISSUESFOR!)$3PREVENTIONHEISCO EDITOROFTHE BOOKCommunication Perspectives for HIV/AIDS in the 21st Century 4IMAND,YNDAHAVEWORKEDINCLOSEPARTNERSHIP ONSEVERALNATIONALPUBLICHEALTHCAMPAIGNS COMBININGTHEIRRESPECTIVEEXPERTISEINBEHAVIOR SCIENCEPROGRAMASSESSMENTANDSOCIAL MARKETINGCREATIVEPLANNING 'UESTSPEAKERSWILLALSOBEINVITEDTOTALKABOUT SPECIALIZEDTOPICSSUCHASTHEUSEOFNEW TECHNOLOGIESINSOCIALMARKETING HEALTHLITERACY ANDCAUSEMARKETING4HENAMESOFTHEGUEST SPEAKERSWILLBEANNOUNCEDPRIORTOTHE BEGINNINGOFTHE)NSTITUTE


Participant Feedback h(AVINGTHEOPPORTUNITYTOAPPLYTHESOCIAL MARKETINGTHEORIESANDPRINCIPLESTOAREAL WORLDPUBLICHEALTHPROBLEMWASAGREATWAYTO IMPLEMENTWHATWASTAUGHTTHROUGHOUTTHE WEEK LONGINSTITUTEv h)AMNOWBETTERPREPAREDTOPROVIDESUPPORT ANDGUIDANCETOOURGRANTEESANDPARTNERS BECAUSEOFWHAT)LEARNEDATTHISINSTITUTEv h4HE)NSTITUTESCLASSESANDGUESTSPEAKERS CERTAINLYTAUGHTMEABOUTSOCIALMARKETING ANDITSPOTENTIALTOTRANSFORMTHEWAY)WORK )IMMEDIATELYBEGANTOCRITICALLYTHINKABOUT EVERYADVERTISEMENT)SEEANDHEARv

h)LEARNEDMUCHFROM4IMAND,YNDA4HEIR TEACHINGSTYLESANDPERSONALITIESCOMPLEMENT ONEANOTHERSOWELL WHICHMADEFORA WONDERFULCLASSROOMDYNAMICANDLEARNING EXPERIENCE4HECLASSNOTONLYSOLIDIlEDMY INTERESTINSOCIALMARKETING BUTITALSOOPENED MYEYESTOOTHERCAREEROPTIONSv h4HE3UMMER)NSTITUTEWASVERYUSEFULIN PROVIDINGMEWITHASYSTEMATICAPPROACHFOR DEVELOPINGANDEVALUATINGAHEALTH COMMUNICATIONCAMPAIGNv

Department of Professional Studies and Special Programs Emerson College is an equal opportunity/affirmative action institution and admits qualified individuals regardless of race, color, age, religion, or national origin, sex, sexual preference, or disability to all the rights, privileges, programs, and activities generally accorded or made available to individuals at the College. Emerson College reserves the right to change any provision in this brochure at any time. The College specifically reserves the right to change its tuition rates and any other financial charges. The College also reserves the right to rearrange its courses and class hours, to drop courses for which registration falls below the minimum enrollment, and to change instructor assignments.

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8th Annual Summer Institute for Social Marketing and Health Communication at Emerson College  

8th Annual Summer Institute for Social Marketing and Health Communication at Emerson College

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