2019 Social Marketing in Transportation Certificate


2019 Schedule:



Online Sessions:

(Webinar session time: 12:00pm – 1:00pm ET)

Wednesday, September 18: Overview of Social Marketing
Wednesday, October 2: Identifying Behavioral Focus
Wednesday, October 9: Selecting Behavioral Focus
Wednesday, October 16: Audience Segmentation
Wednesday, October 23: Theory of Change
Wednesday, October 30: Understanding Your Market, Part 1
Wednesday, November 6: Understanding Your Market, Part 2
Wednesday, November 13: Journey Mapping
Wednesday, November 20: Focus Group


Video Sessions:

Watch video-recording provided during this time:
September 18-October 1: Top 10 Myths of Behavior Change
October 2 – 8: Selecting your behavioral focus
October 9 – 15:  Audience Segmentation
October 16 – 22: Theories of Behavior Change
October 23 – 30:  Understanding your Market via Formative Research, part 1
October 30 – November 6: Understanding your Market via Formative Research, part 2


Tampa Workshop:

Thursday, December 5, 2019,  8:30 am – 5:00 pm

Topics include:
Problem Definition
Segmenting the Market and Choosing the Priority Audience
Persona Development
Define Goals and Objectives
Social Marketing Plan Strategies
Develop Social Marketing Plan
Creative Thinking Techniques for Transportation Professionals

Friday, December 6, 2019, 8:30am – 3:00pm

Topics include:
Social Marketing Plan Strategies
Testing the Concepts
Team Presentations


For more detail, view Agenda
(Schedule subject to change)

For more information, email Christine Epps at CUTR.


Hotel Information  |  Directions, Parking and Map 

Uber Cost Estimate   |   HART Bus Info

HART Bus Route 275LX goes from Tampa International Airport, SkyConnect Rental Car Facility Station to the University of South Florida.  Bus stop closest to CUTR is Bruce B. Downs Blvd and USF Pine Drive.


Course Description

Many of the transportation-related problems facing society today could be addressed by seemingly simple changes in behavior.  Deaths and injuries could be reduced if more people wore seat belts or stopped texting while driving.  Congestion would decline if more people chose to share a ride or shifted the time of their trip.  The fact is that changing behavior requires a better understanding of how people change and also how to help people in their efforts to change. We have developed this Social Marketing in Transportation certificate to help you learn how to develop more effective, efficient, and sustainable solutions to the problems facing our communities.

Social marketing is not the same as social media (Twitter, Facebook, etc.).  Social marketing is the systematic application of marketing, along with other behavior change concepts and techniques, to achieve specific behavioral actions for a social purpose.  This certificate can help transportation professionals who are looking to reduce congestion and improve access by increasing carpooling and transit ridership, or seeking to reduce pedestrian injuries and fatalities. This certificate was developed jointly by the University of South Florida’s Center for Urban Transportation Research and the Florida Prevention Research Center/Center for Social Marketing to blend theories of change, research, and case studies to help transportation professionals develop social marketing programs to address some of society’s most challenging transportation behavior-related problems. This certificate will also provide you with a people-centered social marketing plan that relies on insight and understanding, as much as on data for the creativity, design, and management of programs that strive for changes for good.


Course Format

Online: Nine,  60-minute webinar modules

Recordings: Four hours of recordings to view

Workshop: Located at the Center for Urban Transportation Research in Tampa, Thursday, December 5 through Friday, December 6, 2019.

Participants must commit to attend the in-person workshop in Tampa to receive the certificate.



Learning Objectives

Upon completion of this course, participants will be able to:

  1. Define social marketing and identify appropriate uses of social marketing in transportation;
  2. Conduct a situational analysis to define the problems and identify the behaviors;
  3. Select a priority group for changing behavior and apply formative research techniques to identify internal and external determinants that influence their behaviors;
  4. Develop product, pricing, placement and promotional strategies; and
  5. Develop a social marketing plan, in small teams, to address a transportation problem facing your community.

Who Should Attend

The social marketing in transportation certificate program is offered to transportation professionals or others who wish to develop the skills needed to develop, implement, and evaluate social marketing programs. The certificate program emphasizes the translation of theory and knowledge into evidence-based practice. The certificate program was developed for the following groups:  transportation demand management and transit professionals who are employed in local, state, or federal agencies who have education and experience in TDM: public/ community traffic safety  professionals responsible for safety awareness and educational campaigns; and other individuals who may be interested in completing the certificate program.



What Past Participants Say About the Course

“If you want to get a solid introduction to the theory of social marketing and the opportunity to roll up your sleeves and practice it, run don’t walk to this workshop.”  – Anne Rugg, TMA Manager, COASTBUS (Dover, NH)

 “I liked the combination of teaching/doing. I also liked that most of the material taught in the workshop was new to me. I see that it can have endless applications, and fits in very well with the design thinking process for creating an offering in the first place.” – Amy Conrick, Associate Director, National Center for Mobility Management (Washington, DC)

 “Here is an opportunity to dive into social marketing and walk away empowered to tackle your most wicked problems!” Judy Galen, Employer Outreach Specialist, Loudoun County, Virginia Department of Transportation & Capital Infrastructure (Leesburg, VA)

 “I feel this course raised my confidence level as well as my understanding of how to approach social marketing for transit. I am still so grateful that I was able to attend this program last year. I learned compelling and keen information that I use on a daily basis.”  Catherine Petagno, Transit Program Specialist, St. Lucie County Community Services (Fort Pierce, FL)


About Us

The Center for Urban Transportation Research (CUTR) at USF brings a solid national reputation built upon over 25 years of commitment to quality research, effective training and responsive technical assistance. For example, the Commuter Choice Certificate program is a nationally recognized program for transportation demand management training.  The TRANSP-TDM listserv founded by CUTR reaches over 2,600 TDM professionals.




Philip L. Winters

  • Director, Transportation Demand Management Program, CUTR
  • Principal Investigator and Lead Instructor, Commuter Choice Certificate Program

Contact Instructor: winters@cutr.usf.edu

Julie M. Bond. MPA

  • Senior Research Associate, CUTR
  • Instructor, Commuter Choice Certificate Program
  • Program Manager, Best Workplaces for Commuters
  • Program Manager, Walkwise and Tampa BayCycle
  • • Co-principal investigator, Pilot of a Community-Based Voluntary Travel Behavior Change Effort

Contact Instructor: bond@cutr.usf.edu

Mahmooda Khaliq Pasha, PhD, MHS, CPH

  • Associate Professor, University of South Florida, College of Public Health
  • Associate Director, WHO Collaborating Center on Social Marketing and Social Change at University of South Florida
  • Principal Investigator for International Development Research Centre (IDRC) funded project using social marketing to reduce salt intake in Latin America and for the Florida Department of Health funded project conducting a community health needs assessment.

Contact Instructor: mpasha@health.usf.edu 


Online, Instructor-Led Course

A combination of nine, live 60-minute online courses, video recordings, homework and reading will prepare you for the  in-person workshop.  The  online course component will introduce you to social marketing, help you identify obstacles and opportunities for changing behavior, show you how to segment your market, and collect data to gain insights into designing effective behavior change programs.  Topics for the online courses include:

  • Overview of Social Marketing
  • Identifying Behavioral Focus
  • Selecting your Behavioral Focus
  • Audience Segmentation
  • Theory of Change
  • Understanding your Market
  • Journey Mapping
  • Focus Groups

Video Recordings

Watch five recordings (4 hours total) and complete the homework assignments on the topics.


In Person Workshop

The final phase of the course will be held in Tampa.  This will provide an opportunity to continue to the development of your social marketing plan with your team members.

  • Segmenting the Market and Choosing the Priority Audience
  • Persona Development
  • Define Goals and Objectives
  • Social Marketing Plan Strategies
  • Creative Thinking Techniques for Transportation Professionals
  • Testing the Concepts
  • Social Marketing Plan and Class Presentations

For more details, view Agenda



$50 for Florida residents and current Commuter Choice Certificate participants.  Florida residents receive priority.

$250 for Non-Florida residents.

$125 for Online sessions only (Participant will not receive the certificate).


Hotel Information  |  Directions, Parking and Map

 For more information about the certificate program, contact: Phil Winters at (813) 974-9811 and winters@cutr.usf.edu