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Health Communication and Social Marketing
Study Course Description
Course Description Statuss:Approved
Course Description Version:9.00
Study Course Accepted:02.02.2024 12:25:28
| Study Course Information | |||||||||
| Course Code: | KSK_225 | LQF level: | Level 7 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences; Library Science | Target Audience: | Information and Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Vita Savicka | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 24 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | The course ”Communication Theories, Principles and Ethics” completed within the Bachelor’s level programme. | ||||||||
| Objective: | The aim of the course is to develop the graduate students’ understanding of the historical development of social marketing and health communication, which ends in the modern health communication approach and theoretical explanation. During the course, students acquire the ability to choose the appropriate theoretical approach to achieve information of the public, change of attitude or transformation of behaviour. The aspect of multidisciplinarity and cooperation in provision of health communication is highlighted during the course. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Explanation of concepts related to public health communication. Classification and characteristics of communication campaigns. | Lectures | 1.00 | auditorium | |||||
| 2 | Identification and research of a social issue. Changes in the society as a determinative factor of social marketing and health communication. The need for the use of social marketing and health communication concepts nowadays. | Lectures | 1.00 | auditorium | |||||
| 3 | The nature of social marketing and the historical development of this concept. Definitions and theoretical understanding. | Lectures | 1.00 | auditorium | |||||
| 4 | Basic and additional elements of social marketing. | Lectures | 1.00 | auditorium | |||||
| 5 | Social marketing models. The use of social marketing in health communication. | Lectures | 1.00 | auditorium | |||||
| 6 | Development stages and definitions of health communication. Theoretical basis of health communication. | Lectures | 1.00 | auditorium | |||||
| 7 | Basic principles of health communication and approaches to its implementation. | Classes | 1.00 | auditorium | |||||
| 8 | Health communication as a tool for achieving change and commercial goals. | Classes | 2.00 | auditorium | |||||
| 9 | Theoretical basis of health communication: theories of the community, interpersonal and individual levels and their explanation. | Classes | 1.00 | auditorium | |||||
| 10 | Development of the social marketing and health communication strategy – methods of situation analysis, planning principles, methods for audience segmentation, approaches to producing reports, development of performance indicators and choice of assessment methods. | Classes | 2.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Prepare plans for two communication campaigns, analyse two public campaigns and their effectiveness. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal. | ||||||||
| Assessment Criteria: | 1. lecture and seminar attendance – 20%; 2. participation in seminar discussions – 30%; 3. group or individual presentation – 50%. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | |||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Understanding of definitions, concepts and basic principles of social marketing and health communication and theoretical explanation of modern health communication approach. In-depth knowledge and understanding of basic and additional elements of social marketing, social marketing models and their use in health communication. In-depth knowledge and understanding of the development of a health communication strategy – methods of analysis, planning principles, audience analysis, as well as of campaign evaluation methods. | ||||||||
| Skills: | Compare and analyse, and choose the appropriate approach depending on the purpose of a communication campaign and explain in a reasoned manner the validity of the chosen approach. Prepare a communication campaign plan according to the campaign goals. Analyse and evaluate the efficiency of the campaign. | ||||||||
| Competencies: | Develop, plan and manage a multidisciplinary and collaborative health communication campaign to change the information, attitude or behaviour of the public. Analyse and evaluate the public health communication and determine its effectiveness. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Berlin Ray E. 2005. Health Communication in Practice: A Case Study Approach | ||||||||
| 2 | Cheng, Hong, Philip Kotler un Nancy R. Lee. 2011. Social Marketing for Public Health: Global Trends and Sucess Stories. Sudbury: Jones and Bartlett Publishers | ||||||||
| 3 | Donavan, Rob and Nadine Henley. 2010. Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press | ||||||||
| 4 | Glanz, Karen, Barbara K. Rimer and K. Viswanath. 2008. Health Behavior and Health Education: Theory, Research, and Practice. San Francisco: John Wiley & Sons, Inc. | ||||||||
| 5 | Harrington N. G. 2015. Health Communication: Theory, Method, and Application | ||||||||
| 6 | Hornik R. C. 2002. Public Health Communication: Evidence for Behavior Change | ||||||||
| 7 | Jordan A. B., Kunkel D., Manganello J. 2009. Media Messages and Public Health: A Decisions Approach to Content Analysis | ||||||||
| 8 | Kim D. K., Singhal A., Kreps G. L. 2014. Health Communication Strategies for Developing Global Health Programs | ||||||||
| 9 | Ļevina, Jeļena, un Anete Hofmane. 2016. “Veselības uzvedības teorijas, modeļi un to izmantošana”. No Veselības psiholoģija, red. Mārtinsone, Kristīne, un Velga Sudraba, 93-124. Rīga: Rīgas Stradiņa universitāte. | ||||||||
| 10 | Madlock Gatison A. 2016. Communicating Women’s Health: Social and Cultural Norms that Influence Health Decisions | ||||||||
| 11 | Martin L. R., DiMatteo M. R.. 2014. The Oxford Handbook of Health Communication, Behavior Change, and Treatment Adherence | ||||||||
| 12 | Parrott R. 2009. Talking about Health: Why Communication Matters | ||||||||
| 13 | Schiavo R. 2014. Health Communication: from theory to practice | ||||||||
| 14 | Thomas R. K. 2006. Health Communication | ||||||||
| 15 | Thompson T. L. 2014. Encyclopedia of Health Communication | ||||||||
| Additional Reading | |||||||||
| 1 | Harter L. M., Japp P. M., Beck Ch. S. 2008. Narratives, Health, and Healing: Communication Theory, Research, and Practice | ||||||||
| 2 | Hooke W.H., Rogers P. G. 2005. Public health risks of disasters: communication, infrastructure and preparedness | ||||||||
| 3 | Obregon Rafael un Silvio Waisbord. 2012. The Handbook of Global Health Communication. West Sussex: John Wiley & Sons, Inc. | ||||||||
| 4 | Okigbo Ch. C. 2014. Strategic Urban Health Communication | ||||||||
| 5 | Rogers, Everett M. 1983. Diffusion OF Innovations. New York: A Division of Macmillan Publishing Co., Inc. | ||||||||
| 6 | Wymer W. 2015. Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities | ||||||||
| 7 | World Health Organization. 2017. Sixth Futures Forum on crisis communication | ||||||||
| 8 | World Health Organization. 2010. Global status report on noncommunicable diseases. | ||||||||
