The research on school marketing

İzhar Oplatka · Jane Hemsley‐Brown

113 citations0/0 files storedJournal of Educational Administration

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Marketing and Advertising Strategies Management and Marketing Education Management and Performance Evaluation

Abstract

This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent to the current review the topics of: marketing perceptions, marketing planning, marketing strategies and promotion are discussed. The paper concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.

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References

1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1972Principles of Marketing 1994Education Reform: A Critical and Post Structural Approach 1995Markets, choice, and equity in education 1995Strategic Marketing for Educational Institutions 1979Educational administration and organizational behavior 1999Trading in Futures: Why Markets in Education Don't Work.1994The Development and Emergence of Services Marketing Thought

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2010Market orientation in universities 2009Marketing tactics and parents' loyalty: the mediating role of school image 2014School Brand Management 2011School choice and the commodification of education: A visual approach to school brochures and websites 2007The incorporation of market orientation in the school culture 2015Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership

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