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The Use of Social Marketing Approach to Motivate Schools to Teach Students Systematic Thinking

Shahri, Maryam | 2008

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 39112 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Mashayekhi, Alinaghi
  7. Abstract:
  8. One of Iran’s most important priorities at present is the development of the human resources and one of the most important skills of this human resource is decision making and problem solving. During the past few years, there have been numerous criticisms about the educational system in Iran without a substantial solution being offered to replace the existing approach. Aseman Group has been trying to promote system thinking in children. In Aseman, they believe that system thinking is one probable solution in order to develop thinking, decision making and problem solving skills in our human resource at early age. However, one of the many problems facing this group, is the resistance shown by the management and the staff of the schools targeted. In this study, we first try to recognize the behavioral advantages and disadvantages that influence the staff in avoiding the behavior expected. Based on the knowledge created in this first step, we then proceed to design and implement the social marketing campaign to address the unpleasant resistance on behalf of the management and the staff. Finally we evaluate the outcomes of the campaign and try to reach a conclusion on the effectiveness of the campaign. Specifying the influencing factors and measuring them before and after the campaign is based on the Planned Behavior Theory and is accomplished through surveys, interviews and focus groups. Moreover, based on the stages of change model, the respective stage of the staff, before and after the campaign is resulted from the data gathered. Finally, it is concluded that the social marketing campaign designed is effective both in moving the staff ahead in the stages of change and in improving the measures in the Planned Behavior Theory
  9. Keywords:
  10. Community Based Social Marketing ; Formative Research ; Planned Behavior ; Change Model Stage ; Social Marketing Mix ; Social Marketing Campaign ; Behavioral Intentions

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