The Theory of Social Marketing

This session aims to highlight the theoretical similarities and differences between commercial and social marketing, in the broader context of human behavior change and behavioral economics. The session will also highlight the main steps involved in creating a social marketing strategy and will finalize with a corresponding assignment to be completed by the Fellows during their small groups break out session.

The Practice of Social Marketing 

This session will open with a space allowing the Fellows to present and discuss the previous session’s assignment and will continue with a high-level introduction of what applying social marketing to conservation may look like. The Fellows will gain insight and appreciation into the strengths and challenges in using social marketing for conservation, and space for Q&A and discussion will allow participants to consider how feasible this tool may be for their own projects, institutions and careers. 

Session Pre-Reading

The Past, Present, and Future of Using Social Marketing to Conserve Biodiversity

Social Marketing and Conservation

Presentations and Session Handouts