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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
 

 

3. To whom are schools marketing?

If marketing schools centers on a concept of effective communication, then it is vital to have a clear view of the target audience. A simplistic view would be to look only at the immediate recipients of the school's work the parent and child, especially when one considers the implications of formula funding and open enrolment. However, this approach ignores the broader set of stakeholders (both internal and external) who are, for a variety of reasons, also significant in marketing terms. It may be helpful at this point to clarify some of the terminology, which abounds in the field of marketing when referring to the stakeholders. Different people use the terms consumer, customer and client in different ways. While we do not believe that there is a need to be pedantic about the differences, we will use the following definitions:

J       The consumer. This is the direct recipient of the products and services of the school. This is usually the pupil, but for the wider functions of the school such as a curriculum information session or a staff development activity, the focus shifts to the parent or member of staff as the consumer.

The customer. This is the person who makes the decision to buy. This would normally be the parents and child as they choose a school or a particular set of options within it.

Schools do not exist to provide teachers with jobs; they exist to provide effective education. It is, therefore, as essential prerequisite for the effective marketing of schools that staff should reflect on the nature of the various client groups. They very broad range of these groups, from industry and commerce to local charities, needs to be broken down by the process of market segmentation so that a school can relate effectively to each group. Traditionally market segmentation is a way of dividing clients and potential clients into groups within which there are identical needs. However, because of the diversity of expectations from the education service, it is more realistic to consider that the clients in a segment would have broadly similar, rather than identical, needs. If this concept of market segmentation is applied to schools, the grouping shown down:

 

 

 
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