Marketing for Health and Wellbeing is a recently developed course designed to bridge the gap between marketing and health. The course was developed by marketing researchers who learned that health professionals often needed more marketing tools, skills and knowledge. Developed through extensive research and industry collaborations, this course equips participants with know-how that can be valuable for health professionals, especially those involved in running a medical practice.
This course provides an overview of the key marketing concepts, ideas and tools, followed by a very practical focus on how to apply these to promote health products, services, public health policies and campaigns. For business practitioners, this course also offers an opportunity to learn aspects of social marketing and its application to new contexts, particularly allied health services, non-for-profit organisations and social policy marketing. This course is relevant to practitioners from any qualification and employment background. No formal marketing training is required.
Course dates to be confirmed (January - February 2020)
UniSA Business School, on the City West Campus, North Terrace, Adelaide CBD
Two full weeks, during business hours
On campus and online options
Current UniSA Student: Please refer to the course page for more information.
If you are not a UniSA Student: The cost for this course is $2,950 + GST.
What you can expect
This course focuses on providing participants with very practical knowledge, skills and information about the latest industry practice.
It brings together more than 10 prominent industry practitioners to share their experiences of using marketing techniques to promote health and wellbeing. The course features: lectures with a diverse range of international and interstate experts, sessions with SA-based experts allowing students to ask questions about industry tactics, employment strategies and much more.
Each topic is covered by at least one practitioner’s talk. Experts involved in the program so far have included leaders from the Grains and Legumes Nutrition Council, The Barossa Co-op, Sanitarium Health and Wellbeing, Mater Health Services, The Physio Clinic, the Red Cross Blood Service, Obesity Prevention and Lifestyle (OPAL), and the Jurlique and Janesce skincare lines.
The course is run intensively over two weeks, with a one week break in between.
Key topics include:
- Marketing beyond commercial boundaries: cross-disciplinary approach to addressing social challenges
- Understanding consumers, clients and patients
- Principles of marketing: the 7Ps; social marketing
- Fundamentals of consumer behaviour: habits and repertoires, known patterns of behaviour
- How to design the intervention (the social marketing process): steps, decisions, what not to do
- Importance of formative (consumer) research; overview of key methods of research
- Tools of influence: communication channels, media, nudging
- Evaluate for success: behaviour change metrics and benchmarks
- Two sessions with industry guest speakers.
Lectures are at 10.10am-11.30am every day, plus a 1.5-hour tutorials at either 8.40am, 11.40am or 1.10pm. An external (online only) option is also available.
Assessment includes online quizzes, group assignment and an exam.
Assessment is only compulsory for students who are completing the course as part of current (or future) university qualifications, however to get the most out of the course it is recommended students complete the assessment.
Industry practitioners can choose their own organisations as the focus of the assignment.
Why the Marketing for Health and Wellbeing program?
Many of today’s health practitioners are also involved in the running of health businesses. This program gives health practitioners the tools they need to develop, guide and implement their businesses’ marketing strategies.
Students will develop an understanding of the basic principles of marketing and consumer behaviour in application to healthy products, services and ideas, and will learn when to apply these.
The program will explore marketing tools; and the processes to follow and how to evaluate them to achieve positive behaviour change for improved health and wellbeing services.
This is a dynamic new program which has been developed by experienced marketing and health professionals.
Who you'll learn from
Associate Professor Bogomolova is a consumer and social marketing researcher. Her work contributes to preventative health initiatives, such as improving healthfulness of food choices in supermarkets, increasing physical activity in rural and ageing populations, and raising quality of health services.
With nearly two decades of marketing research consultancy experience to state, national and international organisations, she brings commercial business skills and knowledge to tackle important community challenges.
Associate Professor Svetlana Bogomolova
Senior Marketing Scientist at UniSA’s Ehrenberg-Bass Institute for Marketing Science
How to Apply
If you are not currently a UniSA Student
Please contact Dr Svetlana Bogomolova.
For Current UniSA Students
If you are a current UniSA student who wishes to do this course, please enrol through the MyEnrolment portal.
If you require assistance, please contact the Business Student Hub.
For enquiries about the course please contact Associate Professor Svetlana Bogomolova.