Relationships between social marketing strategies and school participation in environmental competitions : a case study of Collect-a-Can's annual schools competition

Mathabathe, Andrew Tumishe (2006) Relationships between social marketing strategies and school participation in environmental competitions : a case study of Collect-a-Can's annual schools competition. Masters thesis, Rhodes University.

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Abstract

The South African formal education system has undergone many changes since the formulation of the White Paper on Education and Training in 1995. These developments challenge organisations that want to run successful programmes or projects in schools to adapt their social marketing strategies. Against this background, the aim of the study was to investigate the relationships between social marketing strategies and participation of schools in environmental competitions. The goals of the research were to identify issues that have influenced schools participation in the Collect-a-Can Annual Schools Competition, identify and review social marketing strategies used by Collect-a-Can to influence participation of schools in the competition, and identify relationships between issues that influenced school participation in the competition and the Collect-a-Can’s social marketing strategies. A qualitative design that applied an interpretative case study, which focused on the Collect-a-Can’s Annual Schools Competition was used to explore these relationships. Data was generated through interviews, document analysis and a workshop. Nine respondents from nine schools and three Collect-a-Can management staff members participated in the interview process. Twenty participants from twenty schools participated in the workshop. The findings of the research revealed that there were relationships between the social marketing strategies used by Collect-a-Can and participation of schools in the competition. These relationships were found to be linked mainly to policy changes within formal education which Collect-a-Can could not respond to as a result of various reasons which included among others, the core focus of thecompany, lack of funds and a need to operate in a cost-effective way. The recommendations indicate possible areas for improvement and guidelines which could be used by Collect-a-Can for the competition without digressing from its core focus or incurring additional costs. These include a more responsive and adaptive management approach and a stronger educational orientation.

Item Type:Thesis (Masters)
Uncontrolled Keywords:Environmental education, Recycling, South Africa
Subjects:L Education > L Education (General)
Divisions:Faculty > Faculty of Education > Education
ID Code:2743
Deposited By: Mrs Carol Perold
Deposited On:30 Apr 2012 12:48
Last Modified:30 Apr 2012 12:48
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