Training objectives

The aim of this course is to provide planners and implementers of prudent antibiotic use campaigns with the basic knowledge and skills required to plan, conduct and evaluate such campaigns.

Learning outcomes are classified according to Bigg's structure of observed learning outcomes taxonomy. By the end of the course, participants should be able to:

  1. understand and explain the rationale, key elements and steps required to develop behaviour change communication campaigns on prudent antibiotic use,
  2. understand and apply basic social marketing concepts in the development, implementation and evaluation of behaviour change communication campaigns on prudent antibiotic use,
  3. design and implement behaviour change communication campaigns on prudent antibiotic use,
  4. identify and select appropriate indicators, methods and tools for evaluation of behaviour change communication campaigns on prudent antibiotic use, and
  5. design and implement an evaluation work plan for behaviour change communication campaigns on prudent antibiotic use.

Learning Opportunities

The course will provide appropriate learning opportunities for participants to acquire:

  • knowledge on:
    • basic concepts regarding behaviour change communication campaigns, including theoretical underpinnings and planning frameworks,
    • key elements of a social marketing plan for development of behaviour change communication campaigns on prudent antibiotic use,
    • strategies to overcome implementation barriers related to resource limitations (budget, time and staff constraints), and
    • basic concepts on evaluation methods and tools.
  • skills related to:
    • stepwise design and implementation of a social marketing plan for a behaviour change communication campaign on prudent antibiotic use, including but not limited to, market research (formative evaluation and segmentation) and marketing mix formulation (product, price, place, promotion), and
    • stepwise planning for evaluation of a behaviour change communication campaign on prudent antibiotic use.
Last modified: Thursday, 27 June 2019, 5:55 PM