Jacinta Hawkins

Doctor of Philosophy, (Marketing)
Study Completed: 2009
Massey Business School


Thesis Title
Applying marketing theory in educational settings: A study of communication processes within school-based health promotions

Read article at Massey Research Online: MRO icon

Ms Hawkins'' study investigated how marketing communication delivery processes impact upon the implementation and outcomes of school-based health promotions. Ms Hawkins found that government policy, community priorities and stakeholder roles and relationships impact upon the effectiveness of health promotions. The extent to which health concepts are integrated into everyday school life is also important. Ms Hawkins further found that communication processes and related behaviours are influenced by interferences in the process, the skills and abilities of parents and children, and environmental conditions. Ms Hawkins’ findings contribute to our understanding of how school-based health promotions can best be communicated to maximise their affect on children.

Professor Lawrence Rose
Professor Lynne Eagle
Associate Professor Sandy Bulmer