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The Marketing and Sales Standards Setting Body (MSSSB) is responsible for developing National Occupational Standards (NOS) which describe the standards of performance expected of those working in marketing and sales functions in private, public and voluntary organisations across the UK. It has already developed NOS for Marketing and Sales, which can be accessed from www.msssb.org.
Since the launch of these NOS in September 2006, practitioners have been asking for further NOS which describe more specifically the performance expected by those working in Social Marketing, defined as "the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals for a social good" (French and Blair-Stephens, 2006). Both the Chartered Institute of Marketing and the National Social Marketing Centre are fully supportive of developing Social Marketing NOS to complement and enhance the existing Marketing NOS.
In December 2007, The Management Standards Consultancy was appointed to provide technical consultancy for the development of the Social Marketing NOS over a period of nine months.
The first phase of this project produced a draft Key Purpose of Social Marketing ("apply marketing alongside other concepts and techniques in order to influence individuals, organisations and policy-makers to adopt and sustain behaviour which improves people's lives"), a draft Functional Map and a Gap Analysis, identifying existing units of National Occupational Standards which define the performance required of people working in Social Marketing and where new units will need to be developed.
The second phase engaged social marketing practitioners, trainers and academic experts through a series of Standards Development Workshops in developing first drafts of the national occupational standards. Social marketing practitioners and other stakeholders were invited to comment on these drafts through a wide-ranging consultation which involved focus groups, online feedback, e-mailed questionnaires, web fora, telephone interviews and written evidence. Delegates to the World Social Marketing Conference in Brighton in September 2008 were also invited to give their views.
The Social Marketing National Occupational Standards have now been accredited by the education regulatory bodies and are available from The Marketing and Sales Standards Setting Body.
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