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Practical Marketing for Schools
Edel Barnes (Author)
9780631188049, Wiley
Paperback / softback, published 1 April 1993
224 pages
25 x 20 x 1.5 cm, 0.34 kg
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.
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
Subject Areas: Business & management [KJ]
