Brighton & Hove City, England, September 2008

Transcription

1 Brighton & Hove City, England, September 2008

2 Getting Professional World-class national occupational standards in social marketing Dr Chahid Fourali

3 Developing First World-class Standards of Best Practice for Social Marketing Dr Chahid Fourali UK s Marketing and Sales Standards Setting Body (MSSSB) September 2008

4 Plan of Presentation Introduce MSSSB Background of the standards setting work for social marketing Introduce the procedure for developing the standards for social marketing Introduce the standards The workshop Any question

5 Introduction to MSSSB What it is? What it does?

6 Why Standards? Performance Management Assurance of product and service delivery Recruitment and selection Job design and evaluation Identifying learning needs Delivering and evaluating learning programmes Public recognition certification of competence Regulating professional and occupational qualifications and institutions Bob Mansfield & Lindsay Mitchell Towards a Competent Workforce Gower 1997

7 Background to the work Previous marketing NOS work Need for Social Marketing NOS

8 Advantages of the Social Marketing perspective Humanitarian as well as professional reasons Exciting area because of complexity Preventative effects Effectiveness compared to one-to-one/group actions Collateral positive effects on other practices

9 Stages of change according to the BO approach (Fourali, CPQ, 2009)

10 Developing the Standards The Steps Profiling and occupational mapping of the profession In-depth interviews, and working groups Questionnaires and commentary upon developing materials Standards field testing, agreeing and accrediting (current stage) So far over 300 marketing professionals have contributed to the work

11 Recommended Structure of the Standards Title: Identifies the activity addressed Outcomes (PS): Sets out what you must be able to do Behaviours: Sets out how you should behave Knowledge: Identifies what you must know

12 Key purpose of Social Marketing To apply marketing alongside other concepts and techniques in order to influence individuals, organisations and policy-makers to adopt and sustain behaviour which improves people's lives

13 The Functional map A1 Carry out social marketing research A Carry out social marketing research B1 Identify and manage social marketing stakeholders E1 Promote and continuously improve social marketing D1 Engage with people, organisations & government to influence behaviour D2 Develop and provide products/services to enable people & organisations to adopt & sustain beneficial behaviour D3 Communicate with people and organisations through the media to promote beneficial behaviour D4 Review and change systems/structures to enable beneficial behaviour E Promote and continuously improve social marketing D Deliver social marketing interventions People B Establish and evaluate social marketing strategies C Manage social marketing activities B2 Establish and evaluate social marketing strategies & action plans B3 Develop branding strategies to support social marketing strategies C1 Manage social marketing programmes C2 Manage communications for social marketing programmes C3 Manage finance for social marketing C4 Manage people in social marketing C5 Commission/procure social marketing supplies/services C6 Supply social marketing services C7 Work with others to achieve social marketing objectives

14 Social Marketing Key areas Key area A: Carry out Social Marketing Research Key area B: Establish and Evaluate Social Marketing Strategies Key area C: Manage Social Marketing Activities Key area D: Deliver Social Marketing Interventions Key area E: Promote and Continuously Improve Social Marketing

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16 SMA1.1 Example Plan, manage and evaluate social marketing research programmes What this unit is about (extract) This unit aim is to develop an insight into the lifestyles, behaviours, attitudes and beliefs of target groups in order to identify what might motivate the behaviours you seek, what might prevent action and what interventions might achieve and sustain change. Who this unit is for (extract) This unit is for anyone who plans, manages and evaluates research programmes to inform social marketing strategies, programmes and interventions.

17 Performance standards (Outcomes) You must be able to: 1. Ensure effective engagement with the target group(s) and other key stakeholders [1] in all phases of the research programme, 2. Identify existing evidence of motivators and inhibitors of relevant behaviours

18 Behaviours which underpin effective performance (extract) 1 recognise changes in circumstances promptly and adjust plans and activities accordingly 2 present information clearly, concisely, accurately and in ways that promote understanding 3 show empathy with others needs, feelings and motivations and take an active interest in their concerns

19 Dimensions Knowledge & Understanding General Knowledge and Understanding Industry/Sector Specific Knowledge & Understanding Context Specific Knowledge & Understanding

20 Standards the building blocks Competency framework Recognition and reward structure Career planning and progression Standards Key outcomes Essential behaviours Underpinning knowledge Focused training and development Role descriptions /requirements Individual performance and appraisal

21 Key messages - Best practice standards are a must for a consistent professional performance - The MSSSB Social Marketing standards offer a well researched, world-class tool that can help the community of practitioners throughout the world

22 Thank you for listening! Please do not forget to attend the social marketing standards workshop Dr Chahid Fourali Page 27