The next course in the Commuter Choice Certificate program, “Introduction to Social Marketing and Transportation”, will be held at noon EDT on 5/27/2015 and 6/10/2015.

Audience: This 4-credit elective course is targeted to transportation professionals, with or without marketing experience, who want to learn more about applying innovative social marketing theories and methods.

Description: Social marketing is the application of commercial marketing concepts and techniques to target populations to achieve the goal of positive social change. While commercial marketing often aims at a relatively simple exchange –a product purchase, social marketing goals can be far more subtle and complex. Social marketing in transportation focuses on goals more difficult than selling a product. Transportation professionals seek to make potentially difficult and long-term travel behavioral changes in target populations. As a result, it is important for transportation professionals to understand the guiding principles, steps, and methods of developing social marketing campaigns.

After this module, participants should be able to:
• define social marketing
• identify the steps of behavior change
• learn a technique for journey mapping
• discuss the determinants that influence behavior
• outline the elements in a social marketing plan

Instructor: Dr. Lester is a Postdoctoral Scholar at the Center for Urban Transportation Research at the University of South Florida. Dr. Lester earned her PhD in Public Health concentrating on Social Marketing in 2014 from the University of South Florida, College of Public Health. Dr. Lester holds additional undergraduate and graduate degrees in Public Health, Anthropology, and Biomedical Sciences. Dr. Lester has strong methodological expertise, and her research interests focus on qualitative formative research, social marketing, social determinants of health, and program evaluation.

Please note this introduction course is different than our Social Marketing in Transportation Certificate course.

We have reached our limit. Registration is open for those wishing to be added to the waiting list.: 

For more general information about the Commuter Choice Certificate, go to  or email Phil Winters at