MCM - Behaviour Change (Specialism 1: Marketing and Promotion)

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Making Cycling Mainstream covers Planning & Design, Policy & Strategy and Behaviour Change.  For each learning stream, there are a variety of levels available from Foundation to Practitioner.  

Candidates who complete the Behaviour Change Specialism One module will:

  • understand the principles of behaviour change and how to apply those principles to cycling;
  • understand how to develop a marketing strategy
  • understand the effective use of promotional campaigns
  • understand the link between campaigns and monitoring

This will be an interactive session including group exercises.

Attendance and participation counts as recognised CPD time.

MCM is aimed local authority officers, RTP staff, Outdoor access staff, community groups, elected members and anyone who wishes to learn more about behaviour change for cycling. Specialism level is aimed at those with a basic understanding of the principles of behaviour change.

MCM courses are delivered by a range of skilled facilitators and / or industry experts representing both Cycling Scotland and partner organisations.

Minimum Age


What skills do I need?

How long does it take?

3 hours

What will I need?

Candidates will benefit most from this course when they can apply knowledge and learning to a walking or cycling project they will be involved in.

What will it cost?

Free of charge

What's next?

Participants can progress from Specialism 1 to Specialism 2 and onto a written assessment for Practitioner level. This provides a pathway of CPD accredited training within a specific learning stream.

Course Dates