The Promotion of Education

A Critical Cultural Social Marketing Approach

Valerie Harwood, Nyssa Murray (Autoren)

Buch | Softcover

IX, 304 Seiten

2019 | 1st ed. 2019
Springer International Publishing (Verlag)
978-3-030-25299-1 (ISBN)

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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.

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.

Chapter 1. Involving the critical and the cultural in promoting education.- Chapter 2. Appreciating, understanding and respecting the cultural and social contexts of learning.- Chapter 3. A critical cultural approach to social marketing?.- Chapter 4. Engaging a critical and cultural emphasis to create a campaign that promotes education.- Chapter 5. The Lead My Learning campaign.- Chapter 6. Describing the critical cultural social marketing approach used in the Lead My Learning campaign.- Chapter 7. Analysing and reviewing the critical cultural social marketing approach used in Lead My Learning.- Chapter 8. A critical cultural social marketing approach.

Erscheint lt. Verlag	28.10.2019
Zusatzinfo	IX, 304 p. 13 illus.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Themenwelt	Sachbuch/Ratgeber ► Gesundheit / Leben / Psychologie ► Familie / Erziehung
Schlagworte	access to education • Critical Cultural Social Marketing • Disenfranchised from education • educational futures • Education and community • Engagement in learning • Retention in Higher Education • Widening Participation
ISBN-10	3-030-25299-X / 303025299X
ISBN-13	978-3-030-25299-1 / 9783030252991
Zustand	Neuware