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Workshop on Integrated Marketing Communication for Behavioural Impact (IMC/COMBI) in Health and Social Development

Organised by:
Journalism and Media Studies Centre, The University of Hong Kong

Course Instructor:
Everold N. Hosein, PhD
WHO/UNICEF Senior Communication Advisor/Consultant; Adjunct Professor, New York University (NYU); Coordinator of the Joint WHO/NYU Annual Summer Institute on IMC/COMBI

January 6-17, 2014

Journalism and Media Studies Centre, The University of Hong Kong

Course Description:
This 10-day course focuses on strategic communication planning for behavioural impact in health and social development, based on the COMBI (Communication for Behavioural Impact) used by the World Health Organization and UNICEF in areas ranging from communicable and non-communicable diseases to HIV/AIDS, early childhood development, and perinatal care.

COMBI applies the disciplines of marketing (including village-level marketing traditions), public relations and public advocacy, administrative mobilisation, advertising, counselling, personal selling, community mobilisation, health education, mass communication, folk media, and market research to achieve behavioural outcomes in health and social development.

Participants will learn how to apply the 10-step planning process of COMBI in the strategic planning of communication programmes for behavioural results.

The course will cover:

  • Communication and Behavioural Goals
  • Basic Communication Techniques (Mass Media, Small Group and Personal Selling/Interpersonal Communication/Counselling);
  • Marketing Principles and Practices for IMC;
  • Marketing Research and Programme Evaluation;
  • Community Mobilisation, Advertising and Public Relations;
  • Integrated Marketing Communication Practicum.

Each participant will work (as part of a group) on the design of a COMBI plan for a specific behavioural result in a health or other social development field of his or her choice.

Who should attend:
This workshop will be of special relevance to those working on both communicable and non-communicable diseases and social development problems such as dengue and other vector borne diseases, tuberculosis, HIV/AIDS, adolescent reproductive health, maternal child health, malaria, immunization, early childhood development, and juvenile justice, for example. The course is intended for health and social development professionals who have the responsibility for designing, supervising or managing health education, health promotion, and other information-education-communication (IEC) programmes to achieve specific behavioural results in health and social development. Prior communication experience is not required for this training.

About the instructor:
Dr. Everold N. Hosein, has been Senior Communication Advisor/Consultant, World Health Organisation (WHO), and UNICEF and developed the COMBI approach . Dr. Hosein is also Adjunct Professor at Indiana University-Purdue University, Indianapolis (IUPUI) and Co-Director of the Indiana University, Global Health Communication Centre

US$2,895.00 per person,
including costs for all course materials and morning and afternoon coffee/tea sessions. Preferential room rates at HK$750 / US$97 (approximately) per night at the Best Western Hotel Harbour View will be available to course participants.

Application Process and Deadline:

***Application deadline has been extended to November 30, 2013*** Those who are interested in attending the course are invited to complete an online application:  Successful applicants will be informed a week after we received the application.

For Further Information:
Should you have any enquiries, please feel free to contact Wincy Chan by email at