This course can help transportation professionals to develop more effective, efficient, and sustainable solutions to the problems facing our communities. Social marketing is the systematic application of marketing, along with other behavior change concepts and techniques, to achieve specific behavioral actions for a social purpose. Many of the transportation-related problems facing society today could be addressed by seemingly simple changes in behavior. Deaths and injuries could be reduced if more people wore seat belts or stopped texting while driving. Congestion would decline if more people chose to share a ride or shifted the time of their trip. The fact is that changing behavior requires a better understanding of how people change and also how to help people in their efforts to change. This certificate was developed jointly by the University of South Florida’s Center for Urban Transportation Research and the Florida Prevention Research Center/Center for Social Marketing, with funding from Florida Department of Transportation.
This certificate can help transportation professionals who are looking to reduce congestion and improve access by increasing carpooling and transit ridership, or seeking to reduce pedestrian injuries and fatalities. This course blends theories of change, research, and case studies to help transportation professionals develop social marketing programs to address some of society’s most challenging transportation behavior-related problems. This certificate will also provide you with a people-centered social marketing plan that relies on insight and understanding, as much as on data for the creativity, design, and management of programs that strive for changes for good.
Online: four 90-minute modules (see schedule below) plus a workshop in Tampa from 12 noon Monday, December 4 through Wednesday, December 6, 2017.
Upon completion of this course, participants will be able to:
- Define social marketing and identify appropriate uses of social marketing in transportation;
- Conduct a situational analysis to define the problems and identify the behaviors;
- Select a priority group for changing behavior and apply formative research techniques to identify internal and external determinants that influence their behaviors;
- Develop product, pricing, placement and promotional strategies; and
- Develop a social marketing plan, in small teams, to address a transportation problem facing your community.
Who Should Attend
The social marketing in transportation certificate program is offered to transportation professionals or others who wish to develop the skills needed to develop, implement, and evaluate social marketing programs. The certificate program emphasizes the translation of theory and knowledge into evidence-based practice. The certificate program was developed for the following groups: transportation demand management and transit professionals who are employed in local, state, or federal agencies who have education and experience in TDM: public/ community traffic safety professionals responsible for safety awareness and educational campaigns; and other individuals who may be interested in completing the certificate program.
What Past Participants Say About the Course
“If you want to get a solid introduction to the theory of social marketing and the opportunity to roll up your sleeves and practice it, run don’t walk to this workshop.” – Anne Rugg, TMA Manager, COASTBUS (Dover, NH)
“I liked the combination of teaching/doing. I also liked that most of the material taught in the workshop was new to me. I see that it can have endless applications, and fits in very well with the design thinking process for creating an offering in the first place.” – Amy Conrick, Associate Director, National Center for Mobility Management (Washington, DC)
“Here is an opportunity to dive into social marketing and walk away empowered to tackle your most wicked problems!” Judy Galen, Employer Outreach Specialist, Loudoun County, Virginia Department of Transportation & Capital Infrastructure (Leesburg, VA)
The Center for Urban Transportation Research (CUTR) at USF brings a solid national reputation built upon over 25 years of commitment to quality research, effective training and responsive technical assistance. For example, the Commuter Choice Certificate program is a nationally recognized program for transportation demand management training. The TRANSP-TDM listserv founded by CUTR reaches over 2,600 TDM professionals.
Craig Lefebvre, PhD
- Lead Change Designer, RTI International
- Author, “Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment”
Philip L. Winters
- Director, Transportation Demand Management Program, CUTR
- Principal Investigator and Lead Instructor, Commuter Choice Certificate Program
Julie M. Bond. MPA
- Senior Research Associate, CUTR
- Instructor, Commuter Choice Certificate Program
- Program Manager, Best Workplaces for Commuters
- Program Manager, Walkwise and Tampa BayCycle
Amy Lester, PhD
- Graduate of USF College of Public Health, with a concentration in Social Marketing
- Research Associate, CUTR
- Co-principal investigator, Pilot of a Community-Based Voluntary Travel Behavior Change Effort
Online, Instructor-Led Course Requirements
Four live 90-minute online courses will be held prior to the in-person portion of the course. The purposes of the online course component is to introduce social marketing, identifying the obstacles and opportunities for changing behavior, segmenting the market, and collecting data to gain insights into designing effective behavior change programs.
- Friday, October 27, 12:00pm – 1:30pm (EST) Introduction to Social Marketing (Open to all to hear more about the program)
- Friday, November 3, 12:00pm – 1:30pm: Situation Analysis
- Thursday, November 9, 12:00pm – 1:30pm: Defining the Problems and Identifying Behaviors
- Friday, November 17, 12:00pm – 1:30pm: Formative Research
The final phase of the course will be held in Tampa. This will provide an opportunity to continue to the development of your social marketing plan with your team members.
- Monday, December 4: Behavior Change Theory and Focus (session starts at 12:00 PM)
- Tuesday, December 5: Marketing Briefs and Creative Thinking
- Wednesday, December 6: Social Marketing Plan and Class Presentation
$50 for Florida residents.
$250 for out-of-state residents.
NEW this year: $125 for Online sessions only, for those who are not able to attend the Tampa Workshop.
For more information about the certificate program, contact: Phil Winters at (813) 974-9811 and firstname.lastname@example.org