International Survey on Advanced-Level Social Marketing Training Events

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 cur-rently 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