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Social Marketing Key Concepts

from European Social Marketing Association

About This Course

The iSMA, ESMA and other affiliated global social marketing associations have identified a need for a short, high quality, low-cost introduction to Social Marketing course that reflects both iSMA and affiliated associations endorsed concepts of SM and how they can be applied in a global context. The course is presented by Professor Jeff French, Sarah Cork from Brilliant Futures and Brighton University’s and John Landels from the National Social Marketing Centre.

We also recognise that there is a need for a course that is continuously available at a time that is convenient to participants all over the world and one that can be studied at times and at a pace that fits in with student’s other commitments.

The course will be delivered with a global audience perspective. the content will focus on the application of social marketing in a broad range of fields including health, environment, social justice and social development reflecting UN SDG’s.

The course will be delivered as a set of three high quality pre-recorded presenter inputs via a e-learning platform. The course will be built around three taught sessions covering:

  1. Why Citizen centric policy and programme development is necessary, and how Social Marketing can enable and enhance its delivery.
  2. What Social Marketing is, its core principle and six concepts as endorsed by iSMA and its affiliated associations.
  3. Social Marketing planning and evaluation.

Each session will include an individual three exercises to be completed by the student to check understanding. Prior to each session students will be asked to complete designated pre-set free reading material that will be sent to them. Student will also be given as part of their course fee an electronic library of over twenty papers and guides covering in more detail all the content covered in the three taught sessions. After the completion of each session students will be asked to complete a multiple-choice session review of learning questioner and receive automated feedback on their answers. Students will also have a chance to participate in live Q&A sessions with course presenters.

Students who satisfactorily complete all three self-assessments, read the six course booklets and participate in the live course sessions will be awarded a course completion certificate endorsed by iSMA ESMA and other supporting associations.

The course is an ideal short iSMA endorsed course that can act as a stepping off point into other more advanced and specialised courses offered bu iSMA and its affiliated associations.


This is an introductory course, so you are not expected to have existing certification.

Course Staff

Course Staff Image #1

Prof Jeff French PhD, MBA, MSc, DipHE, BA, Cert.Ed.

Jeff French is a global thought leader in Social Marketing, social communication, behavioural influence and citizen focused programme planning and evaluation. Jeff has published over 100 academic papers and five books plus numerous guides and tool kits on these subjects. Jeff is a visiting Professor at Brighton University and teaches at a number of other universities on a regular basis.

Jeff was previously Director of Policy and Communication at the UK Health Development Agency and a senior civil servant in the UK Department of Health. In 2004 Jeff headed the UK government review of Social Marketing and set up the National Social Marketing Centre in 2006. In 2009 Jeff became the CEO of Strategic Social Marketing.

Jeff works with Governments, NGOs and some of the world’s biggest private companies. Jeff has also worked for the WHO, the UN and the European Centre for Disease Control. Jeff is the co-author of the European Centre for Disease Control (ECDC) technical guidance on social marketing planning and author of two new UN tool kits and course on Designing and implementing campaigns in support of vaccination efforts to prevent and reduce the spread of COVID-19. Jeff was a leading member of the European Union funded E-Com EU review of pandemic communication and behaviour change research programme.

Jeff is a member of several national and international policy committees including the UN UNITA working group on road safety. Jeff is also a member of the Editorial Boards of five professional Journals, a board member of the European Social Marketing Association and President of the International Social Marketing association.

Jeff is a sought-after keynote speaker at international conferences and chairs the conference planning committees for the European and World social marketing conferences. Jeffs book; ‘Social Marketing and Public Health: Theory and Practice, 2nd edition’, was highly commended in the 2018, BMA Medical Book Awards and Jeff’s Book with Ross Gordon; Strategic Social Marketing 2nd edition is a standard text book on many university reading lists.

Course Staff Image #2

John Landels

John Landels is a leading member of the National Social Marketing Centre, as well as secretary of the board for the European Social Marketing Agency. He has substantial experience in using both quantitative and qualitative research methods, having worked on campaigns covering regional water and sanisation, obesity, smoking and physical activity.

He also set up and managed the highly regarded Hasting Safe Spaces and School Attendance projects in Hasting, and is leading on campaigns to improve the uptake of the COVID-19 Vaccine in England.

He holds a degree in Economics and Geography from the University of St Andrews, an MSc from Cranfield University and a Diploma in Management from the Open University.

Course Staff Image #2

Sarah Cork

Sarah Cork is a Senior Lecturer in Social Marketing, Consumer Psychology and Marketing Ethics and Social Responsibility at Brighton Business School and leads the teaching of social marketing at Undergraduate and Postgraduate level, with research focused on bringing together the public, private and third sector to make positive lifestyle behaviours more easy, attractive, affordable and socially normal.

She combines this with practical experience as a founder and CEO of leading social marketing consultancy, Brilliant Futures, combining social marketing and behavioural science to encourage and enable positive health, social and environmental behaviours. Projects have included tackling a range of public health issues including mental and emotional wellbeing, healthy eating, physical activity, sunbed usage, binge drinking, smoking in pregnancy and wider issues including road safety, sustainable transport, increasing access to employment and reducing social isolation in older people. Having started her career in FMCG and retail marketing, Sarah is particularly interested in bringing together a range of stakeholders to take a whole systems approach to tackling societal and environmental issues, focusing on using structural and policy levers to enable rather than just encourage positive behaviour change.

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Enrollment in this course is by invitation only
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    15 weeks