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Positive and Negative Perceptions on School Marketing: A Case Study of three types of School in England

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  • Suriani Abdul Hamid

Abstract

This study examines school leaders’ view about school marketing in three different types of school in England. Using case study approach, the schools involved are a faith school, an academy and a local authority school. Through semi structured interview with leaders in these three schools, the study revealed positive and negative perceptions about school marketing among school leaders. Some leaders view marketing narrowly, while some have a more comprehensive view about school marketing. As previous studies, similar trend was found in this study where a coherent marketing plan to understand the market was absent. Overall, the schools are market oriented in some ways but lack a competitor orientation. This study adds to our understanding about school marketing following increased decentralization in English school environment.

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  • Suriani Abdul Hamid, 2016. "Positive and Negative Perceptions on School Marketing: A Case Study of three types of School in England," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 224-232, November.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:11:p:224-232
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    References listed on IDEAS

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    1. Clare L. Comm & Duncan G. LaBay, 1997. "Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(4), pages 21-34, February.
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