Market Research

Market Research: A Necessary Tool in 21st Century
Education.
Marketing is a legitimate management process. In
today s educational minefield a school cannot afford
to be complacent in it's marketing strategy and yet
the concept of marketing still doesn't sit neatly on
the lap of education for many of those who are in
the forefront of that process. Marketing is a term
usually identified with business and commerce and to
relate it to the world of education is not always
easy or straight forward.However, if we ignore the
profit motive then Marketing can be made to fit
schools. Previously schools could afford to be more
complacent about their services and the products
they offered but with the advent of parental and
pupil choice, not only of schools, but of subjects
within schools, educational establishments must look
towards satisfying consumer demand or at least
appear to be doing so. With school funding linked to
the number of bums on seats (Davis and Ellison,
1997), it is necessary for schools to have an
effective marketing strategy.

Autorentext

Hal Michaels,Studied History at Sussex University and then went onto gain my PGCE teaching qualification at Leicester University. This work was produced as the final part of my MA in The Management of Education, at the University of Bradford in 2002. Currently Assistant Head at Belle Vue Girls' School in Bradford.

Klappentext

Market Research: A Necessary Tool in 21st Century Education.Marketing is a legitimate management process. In today's educational minefield a school cannot afford to be complacent in it's marketing strategy and yet the concept of marketing still doesn't sit neatly on the lap of education for many of those who are in the forefront of that process. Marketing is a term usually identified with business and commerce and to relate it to the world of education is not always easy or straight forward.However, if we ignore the profit motive then Marketing can be made to fit schools. Previously schools could afford to be more complacent about their services and the products they offered but with the advent of parental and pupil choice, not only of schools, but of subjects within schools, educational establishments must look towards satisfying consumer demand or at least appear to be doing so. With school funding linked to the number of 'bums on seats' (Davis and Ellison, 1997), it is necessary for schools to have an effective marketing strategy.