Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets

Rebekah Russell-Bennett; Judy Drennan; Maria Raciti; Natalie Bowring; Kara Burns

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Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets

Conference paper

Open access

Peer reviewed

Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets

Rebekah Russell-Bennett, Judy Drennan, Maria Raciti, Natalie Bowring and Kara Burns

Proceedings of the 5th World Social Marketing Conference, pp.113-117

World Social Marketing Conference (WSMC), 5th (Washington D.C., United States, 16-May-2017–17-May-2017)

Fuse Events Ltd

2017

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Abstract

Marketing

Education Systems

tertiary education

service design

social marketing

digital solution

Participation in tertiary education is an important factor in achieving social parity and access to opportunity for Australians. The current government agenda is to increase participation amongst low socio-economic, culturally and linguistic diverse, Indigenous and remote peoples to be representative of their proportion in the population. This paper draws on the field of service design to bring an innovative approach to developing social marketing strategy. This research reports the findings of two qualitative studies involving 211 participants across Australia to elicit a psychologically based approach to segmentation and generate innovative digital solutions that will increase applications to participate in tertiary education. This work is the result of a multidisciplinary team that brought together practioners from the widening participation and equity fields along with social marketers and service marketers.

Details

Title: Using service design to understand digital preferences for improving applications for tertiary education in under-represented markets
Authors: Rebekah Russell-Bennett (Author) - Queensland University of Technology
Judy Drennan (Author) - Queensland University of Technology
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
Natalie Bowring (Author) - Queensland University of Technology
Kara Burns (Author) - Queensland University of Technology
Publication details: Proceedings of the 5th World Social Marketing Conference, pp.113-117
Conference details: World Social Marketing Conference (WSMC), 5th (Washington D.C., United States, 16-May-2017–17-May-2017)
Publisher: Fuse Events Ltd
Date published: 2017
ISBN: 9781999753405
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: 99450686502621
Output Type: Conference paper

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