StatusThe thesis was presented on the 5 March, 2021
Approved by NCAA on the 25 June, 2021
Abstract– 0.79 Mb / in romanian
– 0.70 Mb / in english
9.51 Mb /
Social marketing and application possibilities in health promotion
PhD thesis in economics,
The volume and structure of the thesis. The thesis includes: introduction, three chapters,
general conclusions and recommendations, bibliography of 134 titles, 13 annexes, 142 pages of basic text
(up to Bibliography), 35 figures and 18 tables. The obtained results are published in 9 scientific papers.
Keywords: social marketing, public health, health promotion, Republic of Moldova, medical
students, public health specialists, curriculum development, implementation guide, team members,
Field of study: Economics.
The object of the research is presented by social marketing, applied in health promotion (as a
field of public health).
The purpose of the research is to develop a model for adapting the most effective social
marketing techniques in the field of public health in the Republic of Moldova.
Research objectives: delimiting the conceptual approaches of social marketing; identifying the
particularities in establishing the social marketing mix; examination of national projects and health
promotion programs in the Republic of Moldova; identifying good international practices in applying the
social marketing concept in the field of public health; examining the possibilities of using the support
provided by international bodies for the development of social marketing in the field of public health in
the Republic of Moldova; investigating the level of knowledge of social marketing of the students of
Nicolae Testemitanu State University of Medicine and Pharmacy; researching the level of understanding,
knowledge and practice of social marketing of public health specialists in the country; elaboration of the
set of measures necessary for the application of social marketing techniques in public health in the
Republic of Moldova (conceptual model, practical tools).
The scientific novelty and originality: lies in researching the field of social marketing in the
context of public health, implemented in the Republic of Moldova, starting from the level of knowledge
of the concept by potential implementers and conferring an academic status to the social marketing
discipline applied in health promotion.
The important scientific problem solved in the research: Problem: Insufficient knowledge and
application of social marketing techniques in health promotion. Research question: What are the most
efficient social marketing techniques that could be applied in health promotion? Were identified and
structured in a set of measures (including an application model) the most effective techniques of social
marketing that can be applied in public health in the Republic of Moldova in order to implement social
marketing in health promotion, by also contributing to broadening the horizon of knowledge and use of
them by the representatives of the health sector.
The theoretical significance of the research: it is revealed through the examination of social
marketing techniques, the conceptual delimitation from other notions, the completion of the mix and the
proposal of a synthesising definition.
The applicative value of the paper: is represented by the development and testing the set of
measures for the application of social marketing in health promotion, which includes: the T Model for
applying social marketing in the Republic of Moldova, the practical guide, the study program and the
sketch of an implementation team for a social marketing program.
The implementation of the scientific results: was carried out at the School of Public Health
Management of Nicolae Testemitanu SUMPh, within the Marketing healthcare services discipline taught
to master students and doctors who follow continuing education courses, by theoretical-applied
capitalisation of the T Model of implementing social marketing in the Republic of Moldova, as well as the
tools that form the set of measures for the application of social marketing in public health. The results
were also implemented by the National Agency for Public Health. Another aspect is presented by the
promotion of the scientific results through presentations at nationl and international scientific
conferences, as well as by scientific publications in specialised journals.