Development Education and Social Marketing: Two Disciplines with One Purpose

Abstract

This article discusses two disciplines, development education (DE) and social marketing (SM), that appear to be too similar in several ways to overlook the mutual learning that can be achieved by workers in these two areas. Both DE and SM advocates see in them a clear opportunity for reducing global disadvantages while enhancing mutual understanding, with a view to minimising world conflicts. Both DE and SM show scholarly traditions that can be of mutual interest to both disciplines. This article will introduce both disciplines before contrasting them at several levels and highlighting their strengths and opportunities for mutual enhancement. Finally, it will argue for the need for practitioners in both fields to work together to reap the respective advantages in each of the two disciplines.

Keywords

• Education
• Development Education
• Marketing
• Social Marketing
• Social Ills
• Social Justice
• Power and Conflict