Social marketing strategies for low SES communities: position paper

Cupit, Cathy, Costello, Diane, Eagle, Lynne, and Raciti, Maria (2017) Social marketing strategies for low SES communities: position paper. Report. Curtin University of Technology, Perth, WA, Australia.

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[Extract] This position paper reviews what is currently known about interventions for widening participation in tertiary education, with the intention of mapping those findings to a social marketing strategy aimed at people who have not traditionally considered tertiary education as a career pathway. A practical approach is taken, to give an overview of the current discussions and debates in the literature to review which approaches work best for the cohorts under consideration, and consider the reasons for that success.

This project is novel as it synthesises two similar yet different domains; social marketing and widening participation. The social marketing-widening participation nexus that underpins this project not only provides a more robust platform which will generate new insights, it also represents a different lens through which to view the issue of under-participation in tertiary education by people from low socio-economic backgrounds.

Item ID: 49004
Item Type: Report (Report)
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Position Paper

Funders: Australian Government
Date Deposited: 03 Jul 2017 23:03
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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