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.
Author(s): Valerie Harwood, Nyssa Murray
Publisher: Palgrave Macmillan
Year: 2019
Language: English
Pages: 320
Tags: Popular Science In Education, Promotion Of Education, Critical Cultural Social Marketing
Front Matter ....Pages i-xvii
Involving the Critical and the Cultural in Promoting Education (Valerie Harwood, Nyssa Murray)....Pages 1-28
Appreciating, Understanding and Respecting the Cultural and Social Contexts of Learning (Valerie Harwood, Nyssa Murray)....Pages 29-60
A Critical Cultural Approach to Social Marketing? (Valerie Harwood, Nyssa Murray)....Pages 61-93
Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education (Valerie Harwood, Nyssa Murray)....Pages 95-129
The Lead My Learning Campaign (Valerie Harwood, Nyssa Murray)....Pages 131-169
Describing the Critical Cultural Social Marketing Approach Used in the Lead My Learning Campaign (Valerie Harwood, Nyssa Murray)....Pages 171-208
Analysing and Reviewing the Critical Cultural Social Marketing Approach Used in Lead My Learning (Valerie Harwood, Nyssa Murray)....Pages 209-256
A Critical Cultural Social Marketing Approach (Valerie Harwood, Nyssa Murray)....Pages 257-273
Back Matter ....Pages 275-310
