Provide products, services and systems to support social marketing programmes
Overview
This standard is about providing products, services and systems to support social marketing programmes. Products and services form only part of the social marketing mix required to deliver the full benefit from behavioural change.
This standard is for professionals in managerial roles who are responsible for providing products, services and systems to support target groups and organisations to adopt and sustain beneficial behaviour as part of the social marketing programme.
Performance criteria
You must be able to:
- identify products services and systems that can support the social marketing programmes
- identify the characteristics of products, services and systems required
- identify products, services and systems to meet the needs of the target groups
- review products, services and systems in accordance with organisational policies and procedures
- establish and agree with key stakeholders the targets and the relevant key performance indicators (KPIs) of the products, services and systems
- identify the need for provision of products, services and systems
- ensure the products and services are compliant with legislative and organisational requirements
- monitor and evaluate products, services and systems to ensure they meet the requirements and objectives of the social marketing programme
- seek advice from key stakeholders in response to the feedback from target groups
- take action in response to any emerging opportunities, threats or complaints with the products, services and systems
- describe social marketing to colleagues and other professionals and differentiate it from other approaches to influencing behaviours and social change
- document and communicate the results of social marketing initiatives to colleagues, stakeholders, communities and other relevant organisations and groups
- report to the key stakeholders on the outcomes of the products, services and systems performance as part of the social marketing programme
- ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- the range of products and services that support social marketing programmes
- the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
- the underpinning characteristics for the products and services
- the identified needs of the target groups in relation to provision of products, services and systems
- the relevant principles, methods, tools and techniques for engaging with key stakeholders and target groups, including vulnerable and hard-to-reach groups
- the products, services and systems compliance with legislative and organisational requirements
- how to collate the feedback from the users of products, services and systems
- the relevant principles and techniques of monitoring and evaluation of products, services and systems
- the expected targets and key performance indicators (KPIs) for provision of products, services and systems
- the required specifications, users' expectations and target satisfaction levels in relation to products, services and systems
- the relevant actions in response to emerging opportunities, threats or problems with the products, services and systems
- how to document and communicate the results of social marketing initiatives to colleagues, stakeholders, communities and other relevant organisations and groups
- the benefits of social marketing in relation to influencing behaviours and social change
- the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
Glossary
Beneficial behaviour
This means behaviour where the balance of evidence shows has the potential to improve people's lives.
Social marketing programme
As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives
Stakeholders
These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address.
Partners
It is recognised that social marketing programmes usually involve a number of "partner" organisations working together in close collaboration.
Links To Other NOS
External Links
Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html
Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf
Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf