International Survey on Advanced-Level Social Marketing Training Events

Abstract

The rising popularity of social marketing as a framework for social change has resulted in an increased demand for advanced-level social marketing training. As a result, an online survey was conducted in early 2007 to identify the social marketing training needs of social sector professionals. A convenient sample of 477 respondents from 33 countries (but primarily from the United States and Canada) responded to the online survey. Respondents expressed an interest in learning a variety of topics. “Audience analysis” was ranked the highest followed by “sustainability of change.” Benefits from and barriers to attending training events were identified. The primary motivation of the respondents to attend a training event was to apply concepts directly to initiatives on which they are currently working. The preferred format of training and other such details were also investigated. Findings from this survey should help trainers and institutions that offer face-to-face training events better respond to advanced-level training needs in the field of social marketing.