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I. Social Marketing
Public Education for Water Conservation
Date: October 17-28,2004
• Theoretical Basis for Behavioral Change.
• Models of Behavioral Change.
•The practices and techniques of social marketing to create and sustain behavior change in social programs.
• Social marketing & SCALE as a systems approach to identifying, problems and planning for and developing solutions.
• The use of social science research as the fundamental tool in social marketing.
• Case studies from water sector in Jordan and the US on how the SCALE model was adopted to affect change in behavior.
Lead Faculty:
• Dr. William Smith, Senior Executive Vice President, Academy for Educational Development (AED).
• Dr. Preeti Shridhar, Director of Conservation, City of Seattle, Office of the Mayor.
• Mona Grieser, Chief of Party, AED/Water Efficiency and Public Information for Action.
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