The Promotion of Education: A Critical Cultural Social Marketing Approach

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Springer Nature, Nov 2, 2019 - Education - 310 pages
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.


1 Involving the Critical and the Cultural in Promoting Education
2 Appreciating Understanding and Respecting the Cultural and Social Contexts of Learning
3 A Critical Cultural Approach to Social Marketing?
4 Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education
5 The Lead My Learning Campaign
6 Describing the Critical Cultural Social Marketing Approach Used in the Lead My Learning Campaign
7 Analysing and Reviewing the Critical Cultural Social Marketing Approach Used in Lead My Learning
8 A Critical Cultural Social Marketing Approach

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About the author (2019)

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.

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