Office of Research
Overview
The USF Center for Social Marketing uses Community Based Prevention Marketing (CBPM) to design, implement, evaluate, and disseminate evidence-based approaches to disease prevention and health promotion.
Mission Statement
To develop, implement, and evaluate evidence-based approaches to strengthen community capacity for sustained disease prevention and health promotion.
What We Do
We use Community-Based Prevention Marketing (CBPM), a program planning framework using social marketing, to advocate for program, policy, and systems level change. We conduct applied research and provide training and technical assistance to community-based organizations and partners.
Research Focus
Our current research focuses on COVID-19 prevention among minority communities, cancer prevention activities (e.g., screening, immunization), adolescent obesity prevention, workplace health, and more. Social marketing is the common thread in all these diverse areas.
What is Social Marketing?
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.
- International Social Marketing Association
Our goal is voluntary adoption of beneficial behaviors. Social marketing seeks to make the behavior change “fun, easy, and popular,” (as social marketing guru, Bill Smith, says), often new products or services (called ‘offerings”) need to be created, along with ways of promoting their benefits to the community. In marketing, the intended users drive development of offerings and promotional strategies by participating in research or co-design activities. Social marketing has been used to promote public health, environmental sustainability, social justice, and reduce injuries, illness, and deaths.
USF is a World Leader in Social Marketing
USF faculty and students help communities in Florida, across the United States, and around the globe to use social marketing principles to improve their lives. You can join us by:
- Earning a Graduate Certificate in Social Marketing
- Earning a Master of Public Health with a Concentration in Social Marketing
- Earning a Doctorate of Public Health (students in Community and Family health may focus on Social Marketing with a degree concentration in CFH)
- Collaborating with faculty on cutting-edge social marketing research
- Take part in our biennial Social Marketing Conference and Training Academy in Clearwater Beach, Florida
- Take a fully guided on-line course in Community Based Prevention Marketing, designed for learners from community-based organizations to quickly adapt social marketing principles to their own needs
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Education
Recognized as a leader in Social Marketing, USF College of Public Health offers academic programs in social marketing
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Research
The USF Center for Social Marketing uses Community Based Prevention Marketing for behavior change
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Practice
Learn how to create change in communities with Social Marketing in Public Health Training Workshops