UNESCO International Organizations and Education

Question: Discuss about the UNESCO International Organizations and Education. Answer: UNESCOs prime objective is to contributepeace and security through education and cultural reforms since 1945 across all over the world so that every individual of this world can get justice (Chabbott, 2013). This organization works for providing education in science, culture and communication to every child irrespective of their gender and cultural differences (UNESCO, 2017). UNESCO has ten associate member states and 195 member states and Australia is one of them (UNESCO, 2017). Thus, the prime objective of this assessment is to highlight the motive to offer quality education to needful children through social media marketing in Australia. Sallis (2014) defines that quality education helps to build a better future as it offers knowledge regarding the subject that they intend to incur. Chabbott (2013) moreover highlights that children in developing countries and backward society do not get proper education throughout their childhood. Cropley (2014) also depicts that quality education decrease poverty promotes health, closes the gender gap, minimizes malnutrition and provides economic growth. Moreover, in developing countries, violence-prone country and vulnerable countries, people do not prefer to spend on quality education or higher authorities to meritorious students. Thus, UNESCO has taken an initiative for Education for all campaigns in order make provision of quality education compulsorily. The program/campaign focus The major focus of this education to all campaign is that every child indigenous and non-indigenous irrespective of their language, cultural and traditional differences has the right to get a quality education. In this assessment, marketing of this campaign through social media is highlighted so that more people can aware of their noble work. SWOT analysis Strength Weakness Social media marketing covers a significant community so that they make them aware of their education to all campaign. Moreover, people across the world donate money for educating children with the help of social media marketing. It provide a chance to the organization to communicate directly with their consumers. Social media marketing needs small investment to generate and targets more customer than conventional form of marketing (Williams et al., 2012). As social media marketing is new, elderly people may face problem in using social media. Poor communication due to lack of face to face interaction. It is evident that not all terms and condition are mentioned in social media sites (Papasolomou Melanthiou, 2012). Places where there are no internet facilities and smart devices are available; the content of social media marketing does not reach to those people. UNESCO barely cover their expenses with revenue and the employees of UNESCO are volunteers and they do not have any job security. Opportunities Threat More consumers can be targeted, as social media marketing delivers the message to people more easily. Positive comments and support of their education to all campaigns enhances their brand recognition. Social media marketing can reach to every country irrespective of the nation barrier (Wang et al., 2012). As more people are using social media, people from different ethnic group become closer As social media marketing comprises of broadcasting their posts to everyone, any negative comments can provide the competitors with an advantage (Tuten Solomon, 2014). People from backwards background values money more than education and thus it is a threat to the campaign. Being a non-profit organization, UNESCO has to save a portion of financial resources in maintaining their IT department for managing the social media marketing. Donors of UNESCO may quit any time from the organization Table 1: SWOT of Social Media Marketing of UNESCO for education for all campaign (Source: Created by Author) Justification of an appropriate target market UNESCO targets developing countries, where backward community does not afford early childhood education for their kids and propel their children to work and earn money (Cropley, 2014). Moreover, their major target for the campaign is girls in order to eliminate gender disparities in primary and secondary education. Moreover, there are some meritoriousstudents in the backward society, who needs financial support; UNESCO also targets those children. Thus, UNESCO utilizes the social media marketing for making people of those counties aware of their campaign and initiatives for promoting quality education to poor and needful children through their community. Thus, it can be stated that social media marketing targets educated people all around the world so that they can take initiatives for making backward society aware for educating children. UNESCO emphasizes on the factor of building knowledge on a daily basis and its applicability in regular life so that children can understand the benefits of the education (Education for the 21st Century; UNESCO, 2017). Utilizing the service of social media like Facebook, Twitter and YouTube people can get more aware of their education campaign (See Appendix, Image 1-3). Through their social media marketing people can easily get knowledge regarding their other donor group like in AUSTRALIA: AusAid and Foreign Ministry, in BELGIUM: Development Cooperation (DGDC) and Technical Cooperation (BTC) and in GERMANY: KfW Bankengruppe and Ministry of Foreign Affairs (Unesco.org 2017). This makes people to find out their nearby place from where they can help in promoting education through UNESCO. The donation that people donate for helping UNESCO in their initiatives towards the education for poor children has no limits. People can donate as much as they want through online website of UNESCO, money by transfer through net banking or directly to their official address (Berthon et al., 2012). However, some cost requires formulating these social media pages and their maintenance. Papasolomou and Melanthiou (2012) also depicts that financial resources are required for purchasing Facebook adverts and creating their business page. Moreover, Berthon et al. (2012) also highlight that almost $45,000 is spent on YouTube advertising for an established organization if they have enough material to broadcast their major objectives. UNESCO needs some price for organizing education campaign in target countries so that student can enroll themselves for the education programs. Taking the land on rent for some days also bear some cost for it that UNESCO needs to pay initially. It is also highli ghted in their report that a cost of USD 340 billion is estimated to spend for Global Action Week for Education compared to USD 149 billion in 2012 (UNESCO, 2017). Furthermore a cost of USD197 is intends to spend on per primary school student in low income countries by the year 2030 for their education programs. More prices are required to provide education to out-of-school children and adolescents in conflict afflicted countries and hence UNESCO plan for USD2.3 billion for this education program (UNESCO, 2017). Place/distribution UNESCO currently, they have 195 member states and 10 associate members and now they intend to target other nations through social media marketing (UNESCO, 2017). Moreover, they target majorly developing the country like Africa, Algeria, Angola, Bangladesh, Belize, Cambodia and Kim and Ko (2012) suggested that targeting violence-prone countries like Syria, Afghanistan will also be beneficial for the UNESCO, Australia. Moreover, a support chat that provides assistance to all the people 24 hours will also allow them to attract more people from other places. UNESCO also targets marginalized populations and vulnerable countries like Tonga, Philippines, Solomon Islands, Timor-Leste, Fiji, Japan and other countries (UNESCO, 2017). Promotion/communication Social media marketing is the newly initiated mode of promotion for their education for all campaign (Williams et al., 2012). Through this method, UNESCO can promote for comprehensive early childhood care and education, education for girls and ethnic minority group, accessibility to the appropriate learning and life-skills programs and adult literacy (Sallis, 2014). However, through social media, UNESCO also takes help from celebrities like Forst Whitaker, Graca Machel, Pink and Wladdimir Klitschko in order to grab attention from all the people that helps in their promotion. UNESCO can also formulate attractive messages and headline to grab other attention that provokes their morale for supporting education. Moreover, picture for provision of education to backward society can also attract more people as they can directly view their initiatives. Attention-grabbing message Malhotra et al. (2012) mentioned that, organization like UNESCO needs to attract people through an attractive message in order to raise their morale so that they can help them to provide quality education to needful children. The message can be like- Join and be a member of UNESCO for helping children to get a quality education. Let us offer a helping hand in building their future." Evaluate of the effectiveness of the message Performance evaluation of a business is crucial as it provides knowledge regarding the progress of the organization as it allows an organization to identify their gaps with respect to their competitors (Molitor et al. (2016). The effectiveness of the messages through social media marketing can be evaluated through the response of the community (Lee Ahn, 2012). In the social media sites like Facebook, Twitter and YouTube, options for peoples response are given that describes how many people support their work. Thus, by evaluating the number like in Facebook pages, subscribers in YouTube channel and followers in Twitter allow UNESCO to assess the effectiveness of the message. In addition to that, taking feedback directly from the consumers regarding the benefits they have experienced from their education to all campaign by conducting a survey in the developing nation also direct the concerned organization to evaluate the effectiveness of their entire programs (Wells, 2014). Conclusion In this assessment, the campaign for providing quality education is considered. It is concluded that quality education helps to build a better future and the further development of nation. UNESCO, Australia is one of the NGO that organizes campaign for offering education through their "education to all" campaign through social media. People spent a lot of time in social media like Facebook, YouTube and others and thus UNESCO has targeted this mode to provide knowledge regarding their campaign and provoke them to offer help. Moreover, by analyzing the strengths and weakness of the social media marketing, it is found that UNESCO will be benefited by this mode of marketing as the message is delivered to every corner of the world by overcoming the barrier of territories. However, the threats and weakness of the social media marketing of presence of internet and smart devices can be overcome by improving the technology. Reference List Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), 261-271. Chabbott, C. 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