MSc Marketing, BSc Marketing
College of Business, Law and Governance Townsville
Mapping the Actors and Factors in the Private Fertility Decision Making Process in Zambia
Social Marketing or Behavior Change Communication is gaining ground in Family Planning efforts across the world. However, the need for a visual map that reflects the fertility decision-making process to serve as a basis for fertility Behavior Change Interventions remains urgent. Therefore, Lucy's project aims to identify the different phases that people tend to unconsciously and consciously undergo in order to choose; (a) either to have children or not, and (b) a contraceptive method. Extant literature on Family Planning only goes as far as explaining the complexity of the fertility decision by citing social network influence and various barriers; leaving questions about the phases and points in the decision-making process where these exert influence or pressure.
As a graduate of BSc Marketing, Lucy worked as Brand Franchise Requirements Coordinator for CFOA Zambia Ltd (Nissan Franchise), from June 2010 to September 2011. After pursing her MSc Marketing Management, she joined the University of Lusaka where she taught Business Communication Skills, Marketing Research, Services Marketing and International Marketing, from May 2013 to August 2016. Notably, Lucy led the designing of the Executive MBA-Leadership & Wealth Creation for University of Lusaka, launched in early 2016. She also worked as a Research Assistant on the Climate Justice-Water for All, project funded by the Scottish government. The project was a collaboration of three universities; Glasgow Caledonian University, University of Malawi and University of Lusaka.
Lucy's research interests include: