New York City, NY, United States
The Integrated Marketing Communication for Behavioral Impact (IMC/COMBI) Summer Institute, in collaboration with the World Health Organization (WHO) and New York University, focuses on strategic communication planning for behavioral impact in health and social development. A core principle of the course is that "behavioral results are the primary end-goals of health and social development programs" and as such the course stresses that behavioral impact comes with effective communication programs purposefully planned for behavioral results, and not directed just at awareness creation, advocacy, or public education. The private sector experience in successfully using Integrated Marketing Communication (IMC) for consumer behavioral results points to an approach for achieving behavioral objectives in health and social development. WHO has been applying this approach to various health issues for over ten years and refers to it as "COMBI", Communication-for-Behavioral-Impact. UNICEF country offices, as well as UNDFPA, UNDP, and UNAIDS have also used this approach with several health and social development challenges within their Communication for Development (C4D) perspective.. IMC/COMBI is not about producing posters and T-shirts and pamphlets. It applies in an integrated way the disciplines of marketing (including village-level marketing traditions), public relations and public advocacy, administrative mobilization, advertising, counseling, personal selling, community mobilization, health education, mass communication, folk media, social media and market research -- dedicated to the ultimate behavioral outcome.
The course is intended for health and social development professionals who have the responsibility for designing, supervising or managing health education, health promotion, communication for development (C4D), and other information-education-communication (IEC) programs to achieve specific behavioral results in health and social development. Prior communication experience is not required for this Institute. Participants will learn how to apply the techniques and 10-step process of IMC/COMBI in the strategic planning of communication programs for behavioral results. Participants will cover the following topics: Communication and Behavioral Goals; Basic Communication Techniques (Mass Media, Small Group and Personal Selling/Interpersonal Communication/Counseling); Marketing Principles and Practices for IMC; Sexual Health Communication/Sexual Attitudes Reassessment; Marketing Research and Program Evaluation; Community Mobilization; Communication for Development (C4D); Advertising and Public Relations; and an Integrated Marketing Communication Practicum. Each participant will work as part of a team on the design of an IMC/COMBI plan for a specific behavioral objective in a health or other social development field of his or her choice.
Complete information available at: http://steinhardt.nyu.edu/imc/