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The Promotion of Education

A Critical Cultural Social Marketing Approach

  • Book
  • © 2019

Overview

Authors:
  1. Valerie Harwood

    1. Sydney School of Education and Social Work, The University of Sydney, Sydney, Australia

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  2. Nyssa Murray

    1. Sydney School of Education and Social Work, The University of Sydney, Sydney, Australia

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    You can also search for this author in PubMed   Google Scholar

  • 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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Table of contents (8 chapters)

  1. Front Matter

    Pages i-xvii
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  2. Involving the Critical and the Cultural in Promoting Education

    • Valerie Harwood, Nyssa Murray
    Pages 1-28

  3. Appreciating, Understanding and Respecting the Cultural and Social Contexts of Learning

    • Valerie Harwood, Nyssa Murray
    Pages 29-60

  4. A Critical Cultural Approach to Social Marketing?

    • Valerie Harwood, Nyssa Murray
    Pages 61-93

  5. Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education

    • Valerie Harwood, Nyssa Murray
    Pages 95-129

  6. The Lead My Learning Campaign

    • Valerie Harwood, Nyssa Murray
    Pages 131-169

  7. Describing the Critical Cultural Social Marketing Approach Used in the Lead My Learning Campaign

    • Valerie Harwood, Nyssa Murray
    Pages 171-208

  8. Analysing and Reviewing the Critical Cultural Social Marketing Approach Used in Lead My Learning

    • Valerie Harwood, Nyssa Murray
    Pages 209-256

  9. A Critical Cultural Social Marketing Approach

    • Valerie Harwood, Nyssa Murray
    Pages 257-273

  10. Back Matter

    Pages 275-310
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Keywords

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.

Authors and Affiliations

  • Sydney School of Education and Social Work, The University of Sydney, Sydney, Australia

    Valerie Harwood, Nyssa Murray

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. 

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

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