*** FYI. Sorry for crosspostings if any. Michel O'Neill. ***




From: Alyson Taub [mailto:[log in to unmask]]
Sent: December 7, 2002 12:30 PM
To: IUHPE Board of Trustees
Subject: Integrated Marketing Communication for Behavioral Impact
(IMC/COMBI)


FYI --  Please forward to colleagues who might be interested in
participating.  This is our 5th summer institute on this topic.

Happy Holidays to all!

-- Alyson Taub

==========================================
Alyson Taub, EdD, CHES
Professor & Chair
Department of Health Studies
Steinhardt School of Education
New York University
35 West 4th Street, Suite 1200
New York, New York 10012 USA
Phone:  212-998-5792;  Fax:  212-995-4192
E-Mail:  [log in to unmask]
==========================================


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The 2003 Summer Institute on Integrated Marketing Communication for
Behavioral Impact (IMC/COMBI) in Health and Social Development (Jul 6-26
2003)

Start Date: July 06, 2003

Location: New York, USA

Event Details:
The course focus is on strategic communication planning for behavioral
impact in health and social development. It stresses that behavioral
impact comes with effective communication programmes purposefully
planned for behavioral results, and not directed just at awareness
creation, advocacy, or public education. The private sector experience
in successfully using Integrated Marketing Communication (IMC) for
consumer behavioral results points to an approach for achieving
behavioral goals in health and social development. WHO has been applying
this approach to communicable diseases over the past two years and
refers to it as "COMBI", Communication-for-Behavioural-Impact. IMC/COMBI
applies in an integrated way the disciplines of marketing (including
village-level marketing traditions), public relations and public
advocacy, administrative mobilisation, advertising, counselling,
client/customer relations, community mobilisation, health education,
mass communication, folk media, a
nd market research - dedicated to the ultimate behavioural goal.

The course is intended for health and social development professionals
who have the responsibility for designing, supervising or managing
health education, health promotion, and other
information-education-communication (IEC) programmes to achieve specific
behavioral goals. Prior communication experience is not required for
this Institute. Participants will learn how to apply the techniques of
IMC/COMBI in the strategic planning of IEC programmes for behavioral
results.

Participants will cover six main topics:
1) Communication and Behavioral Goals;
2) Basic Communication Techniques (Mass Media, Small Group and
Interpersonal Communication/Counselling);
3) Marketing Principles and Practices for IMC;
4) Marketing Research and Program Evaluation ;
5) Community Mobilisation , Advertising and Public Relations;
6) Integrated Marketing Communication Practicum.

Each participant will work on the design of an Integrated Marketing
Communication plan for a specific behavioral goal in a health or other
social development field of their choice. The Institute Coordinator is
Dr. Everold N. Hosein, Communication Advisor, World Health Organisation
(WHO). Dr. E. Hosein [log in to unmask] or [log in to unmask]

The course is sponsored by the World Health Organization (WHO) and New
York University (NYU), in collaboration with The Steinhardt School of
Education/Office of Special Programs and Department of Health Studies.

Registration Details:
The Institute will take place at the New York University, School of
Education, New York (Greenwich Village).
Click here for application information.
http://www.nyu.edu/education/summer/imc/application.html

Contact Information:
Helen Kelly
New York University
School of Education - IMC Institute
Office of Special Programs
82 Washington Square East, Room 62
New York, NY 10003-6680, USA
Phone: (212)-998-5090 Fax: (212)-995-4923
[log in to unmask]
New York University - Steinhardt School of Education website
http://www.nyu.edu/education/summer/imc/




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--
Michel O'Neill, Ph.D.

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