Description
Book SynopsisA guide to the formulation and implementation of practical marketing strategies for educational institutions. The potential of a variety of marketing techniques is discussed and case studies are used to show how these techniques can be applied to real-life situations in school marketing.
Table of ContentsList 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
