Identification of the Competencies Needed to Apply Social Marketing to Extension Programming: Results of a Delphi Study

Abstract

The purpose of this study was to identify the specific competencies needed to apply social marketing, a promising approach to behavior change, to Extension programming. A modified Delphi study was used to achieve group consensus among a panel of experts on the skills, characteristics, and knowledge needed to successfully apply this behavior change approach within the context of Extension. Findings are comprised of thirty-seven competencies within eight categories: (a) Personal attributes; (b) Knowledge and understanding; (c) Research and analysis; (d) Communication; (e) Leadership; (f) Professionalism and ethics; (g) Program-planning, implementation, and evaluation; and (h) System thinking. Additional findings include identification of barriers and motivators related to the adoption of social marketing. The resulting competencies may be used for self-assessment, the identification of potential partnerships, and needs assessments to reveal educational opportunities and assist in the prioritization of future professional development.