Skip to main content

Health Communication and Social Marketing

Study Course Description

Course Description Statuss:Approved
Course Description Version:7.00
Study Course Accepted:26.10.2020
Study Course Information
Course Code:KSK_225LQF level:Level 7
Credit Points:2.00ECTS:3.00
Branch of Science:Communication Sciences; Library ScienceTarget Audience:Information and Communication Science
Study Course Supervisor
Course Supervisor:Vita Savicka
Study Course Implementer
Structural Unit:Faculty of Communication
The Head of Structural Unit:Anda Rožukalne
Contacts:Riga, Dzirciema Street 16, kfkoatrsu[pnkts]lv, +371 67409183
Study Course Planning
Full-Time - Semester No.1
Lectures (count)6Lecture Length (academic hours)2Total Contact Hours of Lectures12
Classes (count)6Class Length (academic hours)2Total Contact Hours of Classes12
Total Contact Hours24
Study course description
Preliminary Knowledge:
The course ”Communication Theories, Principles and Ethics” completed within the Bachelor’s level programme.
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.TopicType of ImplementationNumberVenue
1Explanation of concepts related to public health communication. Classification and characteristics of communication campaigns.Lectures1.00auditorium
2Identification 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.Lectures1.00auditorium
3The nature of social marketing and the historical development of this concept. Definitions and theoretical understanding.Lectures1.00auditorium
4Basic and additional elements of social marketing.Lectures1.00auditorium
5Social marketing models. The use of social marketing in health communication.Lectures1.00auditorium
6Development stages and definitions of health communication. Theoretical basis of health communication.Lectures1.00auditorium
7Basic principles of health communication and approaches to its implementation.Classes1.00auditorium
8Health communication as a tool for achieving change and commercial goals.Classes2.00auditorium
9Theoretical basis of health communication: theories of the community, interpersonal and individual levels and their explanation.Classes1.00auditorium
10Development 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.Classes2.00auditorium
Unaided Work:
Prepare plans for two communication campaigns, analyse two public campaigns and their effectiveness.
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.
Required Reading
1Berlin Ray E. 2005. Health Communication in Practice: A Case Study Approach
2Cheng, Hong, Philip Kotler un Nancy R. Lee. 2011. Social Marketing for Public Health: Global Trends and Sucess Stories. Sudbury: Jones and Bartlett Publishers
3Donavan, Rob and Nadine Henley. 2010. Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press
4Glanz, Karen, Barbara K. Rimer and K. Viswanath. 2008. Health Behavior and Health Education: Theory, Research, and Practice. San Francisco: John Wiley & Sons, Inc.
5Harrington N. G. 2015. Health Communication: Theory, Method, and Application
6Hornik R. C. 2002. Public Health Communication: Evidence for Behavior Change
7Jordan A. B., Kunkel D., Manganello J. 2009. Media Messages and Public Health: A Decisions Approach to Content Analysis
8Kim D. K., Singhal A., Kreps G. L. 2014. Health Communication Strategies for Developing Global Health Programs
9Ļevina, 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.
10Madlock Gatison A. 2016. Communicating Women’s Health: Social and Cultural Norms that Influence Health Decisions
11Martin L. R., DiMatteo M. R.. 2014. The Oxford Handbook of Health Communication, Behavior Change, and Treatment Adherence
12Parrott R. 2009. Talking about Health: Why Communication Matters
13Schiavo R. 2014. Health Communication: from theory to practice
14Thomas R. K. 2006. Health Communication
15Thompson T. L. 2014. Encyclopedia of Health Communication
Additional Reading
1Harter L. M., Japp P. M., Beck Ch. S. 2008. Narratives, Health, and Healing: Communication Theory, Research, and Practice
2Hooke W.H., Rogers P. G. 2005. Public health risks of disasters: communication, infrastructure and preparedness
3Obregon Rafael un Silvio Waisbord. 2012. The Handbook of Global Health Communication. West Sussex: John Wiley & Sons, Inc.
4Okigbo Ch. C. 2014. Strategic Urban Health Communication
5Rogers, Everett M. 1983. Diffusion OF Innovations. New York: A Division of Macmillan Publishing Co., Inc.
6Wymer W. 2015. Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities
7World Health Organization. 2017. Sixth Futures Forum on crisis communication
8World Health Organization. 2010. Global status report on noncommunicable diseases.….