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Social marketing and application possibilities in health promotion ), 35 figures and 18 tables. The obtained results


Author: Timotin Alina
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2021
Scientific adviser: Oxana Savciuc
doctor, associate professor (docent), Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova

Status

Term of presenting of the thesis 5 March, 2021

Abstract

Adobe PDF document0.79 Mb / in romanian
Adobe PDF document0.70 Mb / in english

Thesis

CZU 339.138:614(478)(043)

Adobe PDF document 9.51 Mb / in romanian
208 pages


Keywords

social marketing, public health, health promotion, Republic of Moldova, medical students, public health specialists, curriculum development, implementation guide, team

Summary

Social marketing and application possibilities in health promotion PhD thesis in economics, Chisinau, 2020 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, strategies. 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.