Social marketing and advocacy in health promotion


Health Promotion

Holder of subject:

Dr Romana Zidar, Associate Professor

Education providers:

  • Dr Romana Zidar, Lecturer

Contact hours - lectures:


Contact hours - seminar:


Contact hours - other forms of study:


Individual student work:




Level of study:

Second Bologna cycle study program Health Promotion




Subject specific competences:

The goal of the course is that students acquire an overall understanding of social marketing approach in achieving social change and improving the lives of individuals and communities.


  • acquire knowledge about the distinction between different approaches to behavior change and develop an appreciation for the power of social marketing;
  • acquire skills that can be used for solving health related problems, such as scoping, segmenting, targeting and using marketing mix;
  • enrich and expand their knowledge of complexity of any behaviour change and critically judge the suitability of particular interventions according to these complexities.
Mandatory  and recommended references:

Mandatory references:

  • Gerard Hastings. 2007. Social marketing. Why should the devil have all the best tunes. Elsevier ltd. (izbrana poglavja)
  • Tanja Kamin: Zdravje na barikadah, dileme promocije zdravja. (izbrana poglavja). (dostopno tudi na spletu in v e-pub formatu)
  • Patrick Kenny in Gerard Hastings. 2011. Understanding social norms: upstream and downstream applications for social marketers. V Hastings, G. (et. al): Handbook of social marketing. Sage.
  • Gary Noble in Debra Z. Basil. 2011. Competition and Positioning. V Hastings, G. (et. al): Handbook of social marketing. Sage.
  • Ross Gordon. 2011. Critical social marketing: definition, application and domain. Journal of Social Marketing. 1 (2): 82-99.

Conditions for the inclusion in the study:

Completed study obligation from the 1st study year, which are conditional for enrollment in the 2nd study year.
The course is suitable for those who have successfully concluded the course on Health promotion.

Assessment methods:

  • written examination – 70 %,
  • seminar work – 30 %.

Teaching methods:

Lectures, active group work, individual work, discussions, case studies, work with the literature, multimedia presentations.