Week 12: Marketing, Distribution and "Customer" Support
Key question:
What is the role of narrative, marketing, distribution and "customer" support in KT, approaches to advocating for public health and public health communications or social marketing?
Course material this week contributes to the following Association of Schools and Programs of Public Health (ASPPH) recommended core competencies:
ASPPH Competency Bullet 3: Systems thinking regarding the dynamic interactions among sectors, organizations, and actors with which public health professionals interact to achieve health improvements, drawing (from ASPPH Competency Bullet 1) on the history and philosophy of public health as well as its core values, concepts, functions and leadership roles.
ASPPH Competency Bullet 9: Approaches to advocating for public health policies; familiarity with ethical and economic dimensions of health care and public health policy.
ASPPH Competency Bullet 6: Identification and pursuit of opportunities for promoting health and preventing disease across the life span and for enhancing public health preparedness.
ASPPH Competency Bullet 10. Public health-specific communication and social marketing, and the use of mass media and electronic technology.
ASPPH Competency Bullet 11. The cultural context of public health issues and respectful engagement with people of different cultures and socioeconomic strata.
Readings
Kreuter, Matthew W, and Jay M Bernhardt. 2009. "Reframing the Dissemination Challenge: A Marketing and Distribution Perspective." American Journal of Public Health 99 (12):2123-2127.
Sachs, Jonah. 2012. Winning the Story Wars: Why Those Who Tell - and Live - the Best Stories Will Rule the Future. Boston, MA: Harvard Business Review Press, chapters 5-7 (especially chapter 7).
CLASS SLIDES Download CLASS SLIDES
In class activity:
Reflect on Kreuter & Bernhardt and Sachs' chapter 7 in light of Gen Squeeze case study.
Students present Basic Training for Assignment 3.
Assignment 3 due November 21, by 4pm. Submit to paul.kershaw@ubc.ca using subject “581N 2018 Assignment 3.”