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Full Description
A go-to guide for marketing educational institutions
This book is for those who are challenged to create and implement a school marketing strategy. Practical Marketing for Schools discusses a range of useful strategies and techniques to help school leaders and staff members. The book also presents case studies that demonstrate how to apply marketing techniques in real-world situations, whether an educational institution is public or private.
Contents
List of Figures vii
List of Tables viii
List of Exhibits ix
Preface x
Acknowledgements xiv
1 What is Marketing? 1
2 Targeting the Marketing Message 5
3 Marketing Action Plan 15
4 Internal Marketing and Communication 27
5 Understanding the Education Market: Techniques and Methods of Market Research 35
6 Croup or Collaborative Marketing 45
7 Defining Education Products 48
8 Image-building 58
9 Public Relations 72
10 Advertising 89
11 Fund-raising 100
12 Education Exhibitions 114
13 Case Study 1: Marketing Plan for a Secondary School 119
14 Case Study 2: Stour Valley Community School Creates a New Logo 124
15 Case Study 3: Competing for Sixth Form Pupils 127
16 Marketing Schools and Codes of Professional Practice 133
17 Conclusion: Performance Evaluation 141
Appendices
A Survey into School Marketing 147
B Questionnaire Design 173
C Model Questionnaire 181
D Techniques for Measuring a School's Image 184
E Marketing Education Services Overseas 190
Index 205
