A Layman's Explanation about Contextual Theology
The more I read Cook, I realise that those of us who are in the marketing of higher education, are already fully exercising what theologians now call contextualisation. It is basically target marketing, to put it simply -- same product for different market segments. For example, an engineering programme at Monash University Malaysia can be targeted at students who completed different pre-university programmes. For those who had completed their A-Levels, for example, we tell them the entry requirements based on their A-Levels results; this is not something that we would give to someone who completed his/her UEC or STPM, the other equivalents of A-Levels or Matriculation programmes. Even when we write articles for the Education Supplement pages in the local newspapers, we tailor our messages to different target groups. If we are asked to write for a children's magazine, we would talk about other more interesting things about