Assessment of the Social Marketing Campaign for Contraceptive Products in Amhara Region: A Case Study on Marie Stops International, Bahir Dar Branch

Tesfanesh Mengistie

dc.contributor.author	Tesfanesh Mengistie
dc.date.accessioned	2021-03-03T07:00:00Z
dc.date.available	2021-03-03T07:00:00Z
dc.date.issued	2021-03
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/11999
dc.description.abstract	The aim of this study was to assess the contraceptive social marketing campaigns of Marie Stoppes International in Amhara region. A combination of quantitative and qualitative techniques was used. The subjects of the study came from a census of 42 employees working in five departments. Descriptive analysis using SPSS version 21 software was utilized as the analytical technique of choice. The findings indicated lack of awareness of social marketing concept among the health care providers. Commitment to social marketing was high that social marketing was championed at a very senior level. Nevertheless, the PCTs assessed reported shortage of human resource qualified in the area of social marketing. Among the potential barriers to social marketing, lack of awareness/ education/training was a significant barrier. The study concluded that the success of a well planned and effectively implemented contraceptive social marketing programme in the ANRS primarily hinges on effective communication and promotional strategies. Therefore, in order to achieve effective social marketing campaigns, it is recommended for the institution to improve the social marketing knowledge and understanding of family planning service providers. Besides, the institution should continually evaluate its existing strategies and interventions and test new interventions for promoting contraception within education, health, and community institutions.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Assessment of the Social Marketing Campaign for Contraceptive Products in Amhara Region: A Case Study on Marie Stops International, Bahir Dar Branch	en_US
dc.type	Thesis	en_US