The Promotion of Education: A Critical Cultural Social Marketing Approach
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.
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
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Aboriginal activities adapt approach attention Australian behaviour benchmarks build centres challenge Chapter child childcare children’s learning concepts connect consider contexts contribute create critical cultural social critique cultural social marketing deficit described disadvantage discourses discussion dominant early Eastside emphasis engage evaluation example experience explain families focus formative French futures guided Harwood ideas impact important included Indigenous influence instance institutional intervention interviews involvement issue Journal knowledge Lead My Learning Learning campaign messages methods Murray NSMC occurred opportunities parent involvement parents participation planning planning process playgroups politics post-survey practices priority group problem promotional products Protocols question reading recognise relation relationships respectful responses segmentation sessions Sharing stage stakeholders strategies survey talk understanding yarning young