Conceptualising a social marketing approach to widening participation in Australian higher education

Maria Raciti; Cathy Cupitt; Diane Costello; Lynne Eagle

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Conceptualising a social marketing approach to widening participation in Australian higher education

Conference paper

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Conceptualising a social marketing approach to widening participation in Australian higher education

Maria Raciti, Cathy Cupitt, Diane Costello and Lynne Eagle

2016 Student Transitions Achievement Retention and Success Handbook and Proceedings

Students, Transitions, Achievement, Retention & Success (STARS) Conference, 2016 (Perth, Australia, 29-Jun-2016–02-Jul-2016)

STARS

2016

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Abstract

Specialist Studies in Education

Marketing

social marketing

university

Education is transformative. Education delivers benefits to individuals, their families and communities; and it is this far-reaching impact that compels further research into understanding why under-participation by people from low socioeconomic status (LSES) backgrounds occurs and finding new ways to attempt to assuage the situation. This paper is novel in many ways, most notably as it synthesises two similar yet different domains, being social marketing and widening participation. Drawing on a transdisciplinary body of knowledge and practices, we present a different lens through which to view the seemingly perennial issue of under-participation in higher education by people from LSES backgrounds. We present a conceptual model that reframes LSES participation in the social marketing Model of Goal-directed Behaviour. Our conceptual model provides fresh insights for use by researchers and practitioners alike.

Details

Title: Conceptualising a social marketing approach to widening participation in Australian higher education
Authors: Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Cathy Cupitt (Author) - Curtin University
Diane Costello (Author) - Curtin University
Lynne Eagle (Author) - James Cook University
Publication details: 2016 Student Transitions Achievement Retention and Success Handbook and Proceedings
Conference details: Students, Transitions, Achievement, Retention & Success (STARS) Conference, 2016 (Perth, Australia, 29-Jun-2016–02-Jul-2016)
Publisher: STARS
Date published: 2016
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99449634602621
Output Type: Conference paper

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