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.

中文翻译：

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重新布线STEM管道-保留女性的CBE框架

目的

在劳动力和大学中，科学，技术，工程和数学（STEM）中的女性人数不足。低自我效能感和榜样访问受限是阻止留住大学学位的STEM女学生的关键因素。本文旨在报告一项旨在共同提高目前参加STEM计划的女性的自我效能的社交营销试点计划。

设计/方法/方法

应用了共同创建，构建和参与（CBE）框架。使用重复测量设计进行过程和结果评估，以评估试点计划的有效性。

发现

参加偏见素养研讨会的STEM学生的自我效能和满意率显着提高。社交广告提高了人们对STEM特定大学服务的认识。

创意/价值

本文概述了CBE框架的应用。据作者所知，该研究发表了第一篇科学论文，该论文报告了一项社会营销计划的结果评估，该计划旨在挽留女性入读大学STEM学位。