Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10553/70840
Título: Enhancing health by means of massive open online courses in Social Marketing in action: cases from around the world
Autores/as: Díaz Meneses, Gonzalo 
Clasificación UNESCO: 5311 Organización y dirección de empresas
Palabras clave: Co-creation
MOOCs
Digital health literacy
Block leader
Commitment, et al.
Fecha de publicación: 2019
Editor/a: Springer 
Resumen: The current case study refers to a project that attempted to develop a social marketing plan to enhance engagement in co-creation of a series of massive open online courses (MOOCs). The purpose of the social marketing plan was to encourage several target groups (people with diabetes, pregnant women and breastfeeding mothers, the elderly, children, and teenagers), in select countries (Belgium, Denmark, Germany, Holland, Ireland, Italy, Spain, and Sweden) to co-create massive open online courses (MOOCs) for public benefit. With the aim of implementing suitable promotional strategies for each target group in every country, a survey was carried out, and so, the structure of the social marketing problem was described as a planning process whose antecedents were three key variables: digital literacy, health literacy, and digital health literacy. The most successful recruitment methods were implemented by the national coordinators, who played a crucial role in promoting engagement in the co-creation activities. In the end, this social marketing plan was useful in helping to promote and improve e-health literacy for the sake of the “European dream.”
URI: http://hdl.handle.net/10553/70840
ISBN: 978-3-030-13019-0
DOI: 10.1007/978-3-030-13020-6_27
Fuente: Social Marketing in Action: Cases from Around the World / Editors by Debra Z. Basil; Gonzalo Diaz-Meneses; Michael D. Basil, p. 411-431
Colección:Capítulo de libro
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