E-Learning Tool

This tutorial is designed to assist public servants and others tasked with creating a complete social marketing plan.

It consists of five of sections, each representing part of a social marketing plan. Each section contains:

• A brief explanation of key concepts
• Examples from Health Canada's 25 years of experience in Social Marketing
• A quiz
• A summary of questions a social marketer should consider at each stage of the plan

The information is derived from in house Health Canada expertise, and the following resources:

• Kotler, P., Roberto, Ned., & Lee, N. (2002) Social Marketing Improving the Quality of Life (2nd ed.) Thousand Oaks, CA: 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

Additional Resources

A Template of a Marketing Plan is also available for download. The template may help to guide you as you write the sections of your own plan.