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This paper focuses on the development of a Social Marketing for Public Health course created for health sciences students at the University of Ontario Institute of Technology (UOIT). The course was intended to help students develop the skills required for planning and delivering social marketing campaigns. The development of this course brought together members of the Faculty of Health Sciences and the Teaching and Learning Centre at UOIT with individuals from ChangeMakers, a Canadian social marketing agency. Designing authentic learning experiences, providing students of a range of technical backgrounds opportunities to demonstrate their achievement of the learning outcomes, building in a strong social element to suit the nature of subject area, and scaffolding student learning in a fully asynchronous learning environment were four overarching challenges faced by the development team. This paper addresses those challenges, discusses the theoretical underpinnings and learning theories – including Constructive Alignment and Universal Design for Learning – which guided this process and identifies steps for further developing this course for future offerings.
Atkins, B., Ryan-Harshman, M., Vogel, E., Jones Taggart, H., McLean, J., & Myco, C. (2016, November 2-6). Designing a Fully Online Social Marketing Course for 21st Century Learners. Paper presented at the Higher Education in Transition Symposium, Oshawa, Ontario, Canada.