New York, New York, U.S.A.

Organised by New York University in collaboration with the World Health Organization (WHO), this course focuses on strategic communication planning for behavioural impact in health and social development. The course stresses that behavioural impact results from effective, purposefully planned communication programmes, and not just awareness creation, advocacy, or public education. The private sector experience in successfully using Integrated Marketing Communication (IMC) for consumer behavioural results points to an approach for achieving behavioural objectives in health and social development. WHO has been applying this approach to communicable diseases over the past three years and refers to it as “COMBI”, Communication-for-Behavioural-Impact.

Participants will learn how to apply the techniques of IMC/COMBI in the strategic planning of Information, Education, Communication (IEC) programmes for behavioural results. Participants will cover six main topics:

• Communication and Behavioural Goals
• Basic Communication Techniques (Mass Media, Small Group and Personal Selling/Interpersonal Communication/Counselling)
• Marketing Principles and Practices for IMC
• Marketing Research and Programme Evaluation
• Community Mobilisation, Advertising and Public Relations
• Integrated Marketing Communication Practicum. In small groups, participants will work on the design of an IMC/COMBI plan for a specific behavioural goal in a health or other social development field of his or her choice.

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The course is intended for health and social development professionals who have the responsibility for designing, supervising or managing health education, health promotion, and other IEC programmes to achieve specific behavioural results in health and social development. Prior communication experience is not required for this Institute.

Tuition fee is USD $2,900. Class size is limited. To indicate interest in attending, download and complete the application form and send by Fax to (212) 995-4923 or e-mail to joe.palter@nyu.edu

Space will only be confirmed by signing and mailing the completed application form along with the deposit. Please mail all materials by express mail to the address indicated on the application form.

Click here for the application form.