Participants cover six main topics:

Communication and Behavioral Results:

Review of selected health and social development action areas having significant behavioral implications; importance of setting sharply-defined behavioral goals, from using a condom to signing new legislation; principles of attitude and behavior adoption; basic communication principles; approaches and techniques for behavioral responses; factors which contribute to the gap between knowledge and behavioral action; the education sensibility and the marketing sensibility, and their relationship to achieving behavioral goals; special challenges in sexual health communication.

Communication Techniques:

The Institute exposes participants to basic principles and techniques in using different communication media, including interpersonal communication, but is not intended to develop specialized expertise in using these media. The areas to be covered include: group and interpersonal communication skills; counseling and personal-selling skills; public speaking skills; basic principles of radio-television-film-video production and programme formats; advertising; basic journalism principles; graphic design and print materials production; traditional media.

Marketing Principles and Practices:

Introduction to basic marketing principles and practices related to consumer decision-making and consumer behavior; examining the product/service/behavior in relation to consumer wants and needs; pricing/cost-to-consumer, promotion and distribution decisions to facilitate easy access and convenience for consumer; demographics/psychographics, market segmentation, positioning; marketing of services vs. products vs. new behaviors; consumer cost/value analysis; cost as more than just price; the total strategic marketing mix; and integrated marketing communication. Private sector marketing principles in relation to behavioral objectives in health and social development.

Marketing Research and Program Evaluation:

The most basic requirement for strategic planning of IMC/COMBI programs is adequate research about the "market", the groups of people to be engaged in considering new behaviors or maintaining current behaviors. The Institute covers subjects such as types of research, social-anthropological research, research design, questionnaire design, steps in survey research projects, focus group sessions, community and national surveys, sampling and statistical significance, analysis of results, pre-testing, and program evaluation, DILO (Day in the Life Of) Analysis and TOMA (Top of the Mind Awareness) Analysis in relation to behaviors/products/services offered.

Advertising and Public Relations: Functions and Practices:

Marketing, advertising and how they interact; advertising agency and client relations; the creative and production function in advertising; media planning; public relations- scope, function, strategy and techniques; marketing public relations and product/service publicity. Advertising and Public Relations for sensitive issues, such as sexual and reproductive health for adults and youth.

Integrated Marketing Communication Practicum:

Participants develop a strategic plan for an IMC/COMBI program using the IMC/COMBI 10-step planning process. Each participant, as part of a working group, will develop an IMC/COMBI plan for a specific behavioral goal in a health or other social development program. Participants will be expected to bring to the course background materials which may be used in formulating the plan depending on the behavioural area chosen by the group. All projects begin with a detailed analysis of the expected behavioral result based on the situational market analysis.


Participants who satisfactorily complete the program will be awarded a New York University Certificate in Integrated Marketing Communication for Behavioral Impact in Health and Social Development.