social marketing might be a supplement for educators

1. Sustainnability for bursting
bubbles in education
TEN INNOVATIVE TEACHING APPLICATIONS FROM SOCIAL
MARKETING
Gonzalo Díaz Meneses

2. Index of contents
Introduction
Posing the problem
Applications
Conclusions

3. Love and desire are two
different things: not
every thing that is loved
is desired, and not
everything that is desired
is loved.
Miguel de Cervantes
1547-1616

4. Introduction

5. Sustainnability for bursting bubbles in education
Ten innovative teaching applications from social marketing
What does It mean?
In sustainable terms, education should always
provide as much value over price as possible by
considering the whole society .
There is a bubble if price is higher
than value
A good education should distinguish
between price and value
Please, don´t forget that something of value has no price!

6. Sustainnability for bursting bubbles in education
Ten innovative teaching applications from social marketing
What does It mean?
Since education alone is not enough, social marketing is
needed
Innovative teaching applications consist of providing
changes and improvements
Please, don´t forget that something of value has no price!

7. Posing the problem

8. The history of bubbles in education
From another brick in the wall to other bubbles in the air: dogmatism & homogeneity, overenthusiasm for
academic degrees & overspecialization
The product orientation
Be obedient, dogmatic and elitist!
But the cost of opportunity was
freedom & justice
The production orientation The sales orientation
The cost of opportunity was quality,
but it won freedom & social justice
As much competitiveness & specialization
as possible! Yet the bubbles are
happiness and truth imperfections
Going by the marketing theoretical framework there are three wrong approaches

9. What´s not a bubble in
EE isn´t a bubble in Europe but it is
all over the developing world
because of management flaws
education?
Education Expenditure The quality of teachers The importance of humanities
Highly qualified teachers are
always the key to success
What is the value of philosophy,
literature and history? They are
value itself

10. The bubble child.
Knowledge, Skills & Attitudes Knowledge, Activities, Perceptions,
Emotions & Relationships

11. The one-dimensional bubble
Making comparisons between one-dimensional & multidimensional indexes of development
2012 GDP per capita
2012 PISA
Inconsistencies: America versus Europe

12. The undereducation bubble
Is overeducation a bubble? It isn´t, it is just a short term problem
Another real bubble A real bubble is NEET is overspecialization in corporatization

13. Applications

14. 1 2 3
Target your pupils Research your market Segment your market
Raise the three questions to
profile them
Use qualitative &
quantitative techniques
For the sake of being
effective & efficient
Keys to success

15. Start with the greenest
Antecedent techniques for
highly involved pupils
Consequent techniques for
low involvement pupils
Special techniques for
reluctant
From the softest to the
hardest
Prompt, Blockleader & Commitment
Rewards & Feedback
Foot in the door & slam
the door in their face
4
5
6
7
Keys to success

16. Provide sensorial
experiences
Touch your pupils´
heart Make your pupils feel like
stars in the universe of
learning
Use the five senses:
sight, hearing, taste,
smell & touch
8 9 10
Put into motion all emotions: surprise,
sadness, joy, fear, disgust, anger, pride,
shame, guilt, love
From egocentrism to holism
Keys to success

17. Conclusions

18. Education and social marketing are
not only compatible and
complementary but also, if they work
together, might generate some
educational innovations to burst
bubbles.

19. The management of education expenditure, the
quality of teachers and the humanities are not
bubbles
Educational bubbles are generated if knowledge-beliefs,
activities, social relationships, emotions &
sensorial responses are forgotten, if quality of life
isn´t considered and if education is reduced to the
job market.

20. Overeducation is not a bubble if
education is considered value
itself but a short term problem
Undereducation generates NEET
& overspecialization bubbles

21. Social marketing recommends that
educators do targeting, market
research & segmentation, moreover
finding a match between the pupil
and the technique in order to provide
vivid experiences of learning

22. Education is not preparation for life; education is life itself.
John Dewey

23. Sustainnability for bursting bubbles in education
TEN INNOVATIVE TEACHING APPLICATIONS FROM SOCIAL MARKETING
Gonzalo Díaz Meneses