dela

 Pena-­‐Bandalaria,  Melinda  (2014)  Social  Marketing  and  Social  Mobilization  for  

Development    DEVC208  Module  Guide    University  of  the  Philippines  Open  University  

Module 4a
Social Marketing: Different Models as Practiced
by Development Organizations
Objectives:
At the end of the module, you should be able to:
1. Describe the different models by which development organizations implement
social marketing and social mobilization for development programs
2. Draw from these models your own framework (consisting of relevant
components) for the development/planning and implementation of your own
social marketing and social mobilization for development program

The Different Models/Frameworks for Social Marketing/Social

Mobilization
This module will discuss some models/frameworks for social marketing/social
mobilization as practiced by different organizations. The corresponding reference
materials are also indicated.

• COMBI Model
References:
UNICEF. 2005. Strategic Communication – for Behavior and Social Change in
Southeast Asia. Section2.7.1. pp35-37. Available at
http://www.unicef.org/rosa/Strategic_Communication_for_Behaviour_and_Social
_Change.pdf. Last accessed 18 August 2014.

Parks, Will and Lloyd, Linda, No date. Planning Social Mobilization and
Communication for Dengue Fever Prevention and Control: A Step-by-Step
Guide. Available at http://www.paho.org/english/ad/dpc/cd/den-step-by-
step.htm#combi. Last accessed 20 August 2014.

• CUBE Model
Reference: UNICEF. 2005. Strategic Communication – for Behavior and Social
Change in Southeast Asia. Section 2.7.2. pp37-39

• The 8-step Communication Planning Model

Reference: Communication Resource Center. No date. Strategic Communication
Planning. Available at http://www.sprc.org/library/GLSWorkbook.pdf. Last
accessed 20 August 2014.

• The P Process
Reference: The New P Process. Available at
http://www.who.int/immunization/hpv/communicate/the_new_p_process_jhuccp_
2003.pdf