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Social Marketing für Bildungsgerechtigkeit: Downstream, midstream und upstream

Author

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  • Hoxtell, Annette
  • Böhm, Johanna

Abstract

Teach First Deutschland, eine 2008 gegründete Non-Profit-Organisation, hat zum Ziel, für mehr Bildungsgerechtigkeit im deutschen Schulsystem zu sorgen. Hochschulabsolventinnen verschiedener Fachrichtungen arbeiten zwei Jahre lang als Fellows an Schulen in sozialen Brennpunkten, wo sie Schüler vor allem bei Übergängen im Bildungssystem unterstützen. Teach First weist viele Merkmale einer Social Marketing Initiative auf, wenngleich es nicht als solche gegründet wurde. Welche Merkmale Teach First aufweist und wie die Initiative down-, mid- und upstream wirkt, untersucht dieser Beitrag - anhand eines Literaturreviews sowie anhand von Interviews mit zwei Mitarbeitern und einem Schulleiter. Damit trägt er zur Erforschung des weitgehend unerforschten Feldes von Social Marketing und Bildungsgerechtigkeit bei sowie zur Erforschung von Erfolgsfaktoren von Social Marketing.

Suggested Citation

  • Hoxtell, Annette & Böhm, Johanna, 2021. "Social Marketing für Bildungsgerechtigkeit: Downstream, midstream und upstream," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 6(01/2021), pages 69-81.
    • Handle: RePEc:zbw:afmpwm:261160
    DOI: 10.15459/95451.48
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    References listed on IDEAS

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    1. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
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