Social Marketing Planning Workbook

This workbook has been designed to provide you with an end-to-end planning tool that lays the groundwork for a successful social marketing program. While there are many variations in the processes that can be used for developing a social marketing plan, this workbook is based on more than 30 years of direct experience in the social marketing arena, and will serve as a useful tool for marketing professionals that want a structured program that encourages critical thinking and action in key strategic areas.The information contained in this workshop was developed using the Health Canada e-learning tool and the following resources:

• Kotler, P., Roberto, Ned, & Lee, N. (2002) Social Marketing: Improving the Quality of Life, (2nd ed.) Thousand Oaks, CA : Sage
• Kotler, P., & Lee, N. (2008) Social Marketing, Influencing Behaviors for Good (3rd ed.), California: Sage
• Donovan, R. & Henley, N. (2003) Social Marketing Principles and Practice. Melbourne : IP Communication
• Weinreich, N. (1999) Hands-On Social Marketing: A Step-by-Step Guide Thousand Oaks, CA : Sage

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