Rapid, iterative application of the co-create, build, engage (CBE) framework: development of Blurred Minds Vaping and the Environment module

IF 3.1 4区 管理学 Q2 BUSINESS
Jackie Khan, Sharyn Rundle-Thiele
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引用次数: 0

Abstract

Purpose

The number of young people using e-cigarettes (commonly referred to as vaping) has grown at an alarming rate, creating the need for urgent action. This paper demonstrates rapid step-by-step iterative application of the Co-create, Build and Engage (CBE) framework to showcase how marketing was applied in response to emerging trends that have negative health and environmental consequences. This paper aims to demonstrate how CBE is applied iteratively, ensuring student feedback leads module development.

Design/methodology/approach

In Study 1, a pure seven-step co-design implementation, 19 high school students were invited to co-design a vaping prevention approach that would work for them and other people like them. During the sensitisation phase of co-design, students completed one Blurred Minds Vaping module. Feedback grids were provided, with students identifying likes, dislikes and ideas. This likeability data was used, together with input from technical experts and pedagogical best practice, in a 12-week research and development project that aimed to develop a new online learning module focused on vaping and their environmental impacts for the Blurred Minds Academy. The new module was tested with 20 high school students. Feedback grids were provided once again, allowing a comparison of results.

Findings

Examination of feedback grid data demonstrates that the newly developed Vaping and the Environment module was improved. Considerations taken on board in the new module design (e.g. increased variability within the module) overcame criticisms expressed previously (e.g. it was boring and too long). Other criticisms remained evident, albeit at a much lower proportion suggesting the new Vaping and the Environment module, and future Blurred Minds module development, would benefit from iterative CBE application.

Originality/value

Conduit et al. (2022) note that marketing academia has been criticised for having an increasingly less relevant managerial agenda. This paper outlines a rapid step-by-step application of marketing in response to one of society’s most pressing health challenges – vaping. The iterative application of CBE is outlined, demonstrating that the student experience can be enhanced when marketing’s continual improvement mindset is used. This is the first vaping prevention programme that has included substantive information around the negative impacts of vaping on the environment.

共同创造、建设、参与(CBE)框架的快速迭代应用:开发 Blurred Minds Vaping 与环境模块
目的使用电子烟(通常称为 vaping)的年轻人数量以惊人的速度增长,因此需要采取紧急行动。本文展示了 "共同创造、构建和参与"(CBE)框架的快速迭代应用,展示了如何应用市场营销来应对对健康和环境产生负面影响的新兴趋势。本文旨在展示如何迭代应用 CBE,确保学生的反馈能够引导模块的开发。在研究 1(纯粹的七步共同设计实施)中,19 名高中生受邀共同设计一种适合他们和其他像他们一样的人的吸烟预防方法。在共同设计的宣传阶段,学生们完成了一个 Blurred Minds Vaping 模块。我们提供了反馈网格,让学生确定喜欢、不喜欢和想法。在为期12周的研究与开发项目中,利用了这些喜欢程度数据,以及技术专家和教学最佳实践的意见,旨在为模糊心灵学院开发一个新的在线学习模块,重点关注吸烟及其对环境的影响。新模块在 20 名高中生中进行了测试。对反馈网格数据的审查表明,新开发的 "吸烟与环境 "模块得到了改进。新模块设计中考虑的因素(如增加模块内的可变性)克服了之前提出的批评(如模块枯燥乏味、太长)。其他批评意见依然明显,尽管比例低得多,这表明新的 "吸烟与环境 "模块以及未来的 "模糊思维 "模块开发将受益于 CBE 的迭代应用。本文概述了市场营销在应对社会最紧迫的健康挑战之一--吸食电子烟--中的快速逐步应用。本文概述了 CBE 的迭代应用,证明了在使用市场营销的持续改进思维时,学生的体验可以得到提升。这是首个包含有关吸烟对环境的负面影响的实质性信息的吸烟预防计划。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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