Overview
- Introduces the concept of critical cultural social marketing, an approach that builds on the discipline of social marketing
- Uses examples from Lead My Learning, an education promotion campaign using this particular marketing approach
- Discusses how the understanding the effects of difficult experiences with schools ss crucial to the overall promotion of education
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About this book
This book introduces critical cultural social marketing and adapts these techniques for use in the promotion of educational futures in communities and places where there is educational disadvantage. An approach that builds on the discipline of social marketing, the authors describe the promotion of education as underpinned by a commitment to understanding the effects of difficult experiences with institutions such as schools, as well as the diversity of learning. Involving the critical in promoting education means it is possible to be alert to the impacts of institutional education, while involving the cultural means we are forced to appreciate and connect with learning in all its diversity. The authors draw upon examples from Lead My Learning, an education promotion campaign produced using a critical cultural social marketing approach. In doing so, they provide a detailed account of new ways to promote education.
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Keywords
Table of contents (8 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the authors
Valerie Harwood is Professor of Sociology and Anthropology of Education at the University of Sydney, Australia. Her research focuses on disadvantage and educational inclusion, as well as investigating the adaption of social marketing for widening participation in higher education.
Nyssa Murray is Project Manager for research to promote education in early childhood settings to create a social marketing campaign as part of an Australia Research Council Future Fellowship. She is a currently an Adjunct Lecturer at The University of Sydney, Australia.
Nyssa Murray is Project Manager for research to promote education in early childhood settings to create a social marketing campaign as part of an Australia Research Council Future Fellowship. She is a currently an Adjunct Lecturer at The University of Sydney, Australia.
Bibliographic Information
Book Title: The Promotion of Education
Book Subtitle: A Critical Cultural Social Marketing Approach
Authors: Valerie Harwood, Nyssa Murray
DOI: https://doi.org/10.1007/978-3-030-25300-4
Publisher: Palgrave Macmillan Cham
eBook Packages: Education, Education (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Softcover ISBN: 978-3-030-25302-8Published: 15 November 2019
eBook ISBN: 978-3-030-25300-4Published: 02 November 2019
Edition Number: 1
Number of Pages: XVII, 310
Number of Illustrations: 1 b/w illustrations, 13 illustrations in colour
Topics: Popular Science in Education, Sociology of Education, Higher Education, Sociology of Education, Consumer Behavior