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1. Marketing and Markets
2. Schools Market
3. To whom are schools marketing ?
4. Market segmentation

5.  What are schools marketing ?

6. Misconception about marketing

7. The process of marketing

8. Product

9. Price- People and Promotion
10. Creating strategic intend
11. The Importance of the Client
12. Never Letting the client Down
13. The School Provides a Service
14. Management of high Quality...
15. Developing a Client
16. Creating a pro active Staff
17. Linking Marketing to Strategy
18. The Nature of Marketing
19. The Planning Process
20. Marketing in schools

21. Marketing in further education
22. Personnel, organization...

24.References
Other Sites
 
 
 
 
 
 

 

Management
 and
 Marketing

 of Schools

                                                                         21 Century Education and School
 

 

1. Marketing and Markets

Marketing is too often thought of as a single event or as a series of techniques and approaches. This causes those responsible for marketing to engage (mistakenly) in reactive responses without a clear framework for action. To avoid this it is important to take a wider perspective on marketing within the context of a view of the school's development.

Marketing is about managing relationships through effective communication. In commerce and industry it is often considered to be about managing the exchange between producers and consumers. In the educational world, marketing is about managing the relationship between schools and their clients. One of marketing definition in education can be:

     The means by which school actively communicates and promotes its purpose, values and products to the pupils, parents, staff and wider community. (Davies and Ellison, 1997, p204)

Educationalists are often very suspicious of marketing because of the link with commercialism and selling. Teachers often see marketing as an intrusion on educational values and feel that they should be left to their professional role of teaching children. It is important for schools to realize, however, that they do not exist on a serve. All schools should already be involved in marketing because every school has a reputation and that reputation has to be managed.

If marketing is about managing relationship through effective communication, then that communication is, by definition, a two-way process. It is about a transaction between those who provide a product or service and those who receive it. In the context of schools, the outcomes should be agreed and desired both by those providing education and by those receiving it. Therefore marketing in schools is not just about selling the product and service but it is about identifying the nature of what is required by the clients and then ensuring that the school gives ultimate priority to supplying that product and service and to maintaining its quality. If this process is to remain effective, schools must constantly be reviewing their communication strategies.


 

 
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