Research area

Social Marketing

The Institute for Social Marketing (ISM) brings over 30 years' experience to the study and dissemination of social marketing theory and practice. We began work in 1980 as the Advertising Research Unit at the University of Strathclyde, with a particular interest in mass media communications and their impact on public health. In 1992, our broadening interest in the whole marketing process led us to create the Centre for Social Marketing. In 1998 our work on tobacco was recognised by Cancer Research UK, who helped us establish the Centre for Tobacco Control and Research. The Institute was established in 2004-5 at the University of Stirling under a joint venture with the Open University. Our partnership with both institutions enables us to exploit the increasingly international focus of our work and to build on synchronicities within both universities.

The Work of ISM

The Institute conducts research in three key areas:

  • The development and evaluation of behaviour change interventions based on social marketing principles.
  • The impact of public policy on health and social welfare
  • The impact of commercial marketing on the health and behaviour of individuals and of society more generally.

Social Marketing comprises:

Social Marketing is part of:

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