Rewiring the STEM pipeline - a C-B-E framework to female retention

Abstract

Purpose Females are underrepresented in Science, Technology, Engineering and Mathematics (STEM), both in the workforce and in universities. Low self-efficacy and limited access to role models are key factors preventing retention of female STEM students enrolled in university degrees. This paper aims to report on one social marketing pilot programme that was co-designed to increase self-efficacy in females currently enrolled in STEM programmes. Design/methodology/approach The Co-create, Build and Engage (C-B-E) framework was applied. Process and outcome evaluations were conducted using a repeated measure design to assess pilot programme effectiveness. Findings A significant increase in self-efficacy and high satisfaction rates were observed for STEM students that attended the bias literacy workshop. Social advertisements raised awareness for available STEM specific university services. Originality/value This paper outlines the application of the C-B-E framework. To the best of the authors’ knowledge, this study delivers the first scientific paper reporting an outcome evaluation for a social marketing programme seeking to retain women enrolled in university STEM degrees.

Market-oriented corporate digital responsibility to manage data vulnerability in online banking

“…The third phase demonstrates how the MODR model is implemented. The study considers the CBE model introduced by Roemer et al (2020) to ensure collaboration with vulnerable consumer segments and design strategies tailored to their unique needs and characteristics.…”

“…To improve the effectiveness of CDR, we propose integrating it with market orientation (MO) (Jaworski and Kohli, 2017) and corporate social marketing (CSM) to present a modified market-oriented digital responsibility (MODR) approach. To implement the MODR framework in practice, we detail a behavioral change framework: co-create, build and engage model (CBE) (Roemer et al , 2020). The study considers the MODR approach as a useful strategy to empower vulnerable consumers, and position as “key players” shifting from the existing position of “minimal effort” based on power/interest matrix (with reference to Johnson et al .…”

The multi-actor perspective of engagement on social media

“…While there remains a predominant focus on health-related issues, a wide range of emergent social issues provide an important context for social marketing programs involving extensive social networks stretching beyond the affected individuals (Badejo et al, 2019;Kutin et al, 2019). While multi-actor engagement and scaling impact remain fundamental to solving complex social issues facing contemporary societies, this study focuses on the largely unexplored issue of women's empowerment in the social marketing literature (Roemer et al, 2020). The term women's empowerment is understood as providing enabling resources that may support women's capacity to make strategic life choices and improve their own well-being (Yount et al, 2014).…”

Understanding the leaky pipeline system: behavioural ecological approach to the social marketing of women thriving in STEM careers

“…Also, in the applying phase, which covers the university years, low self-confidence in academic ability (Sax, 2008) or a chilly climate of exclusion in faculty (Meinholdt and Murray, 1999;Vogt et al, 2007) are barriers. More recent social marketing literature has revealed salary and compatibility of work and family life as determinants of women's career choices (Friedmann, 2018) and suggested the co-design of retention programmes at university to increase self-efficacy in STEM (Roemer et al, 2020).…”

“…Many campaigns that target STEM women err in focussing on internal motivations in the choosing phase while ignoring the higher-level level influences on and later phases of a STEM career lifespan. Roemer et al (2020) provide a good example of how motivating women to pursue STEM degrees is not enough to overcome the leaky pipeline and achieve gender diversity. We build on the same leaky pipeline framework but maintain that gender equality will require comprehensive efforts that address all levels of society and stages of women's careers.…”