Social marketing addresses social issues in ways that enhance the quality of life of individuals and society as a whole (Hastings et al., 2012). Indeed, social marketing is advocated by Kotler and Lee (2009) as a fitting framework for addressing social inequities such as those experienced by minority groups. This paper reports the outcomes of a two-year research project that successfully developed pathways for Aboriginal and Torres Strait Islander students to move from school-to-university. Our case study was undertaken within a participatory research paradigm employing a range of upstream, mid-stream and downstream efforts to attend to the barriers that constrain Aboriginal and Torres Strait Islander peoples’ access, participation, success and completion of higher education. Ultimately, effective pathways to university creates opportunities for Aboriginal and Torres Strait Islander people to undertake a university degree, leading to a myriad of benefits for individuals, their community and Australian society as a whole.
2014 Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of change, Brisbane, Australia 1-3 December 2014
Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference / Sharyn Rundle-Theile, Krzysztof Kubacki and Denni Arli (eds): pp. 506-512