ERIC Number: ED327677
Record Type: RIE
Publication Date: 1990-Aug-22
The Status of Marketing in Secondary Vocational Education.
O'Connor, Patrick J.
Vocational educators must integrate marketing into school operation in a way that will enable them to better plan and deliver professional services that address the needs of students, employers, and society. Educators should be aware that marketing in educational settings is different from marketing in profit-making and service organizations, and moreover, that there are considerations unique to the marketing of vocational education. Educational leaders must also realize that internal marketing is equally or perhaps more important than external marketing. Internal marketing relates to the educational programs and services the school offers its consumers, and since the programs, and the faculty and support staff who deliver them are the actual services being marketed, all three must be professional and of high quality if external marketing efforts are to succeed. At present, however, the vast majority of research and literature on marketing in secondary vocational education is related to influencing external groups. Four conclusions about the role of marketing in secondary vocational education can serve as recommendations for future marketing implementation by secondary vocational education leaders: (1) secondary vocational education has a generally positive impact; (2) additional structure in marketing activities is needed; (3) vocational educators should view themselves as more a part of the mainstream reforms occurring in education; and (4) a more comprehensive focus that emphasizes the internal dimension as well as promotion, is needed. (19 references) (YLB)
Publication Type: Information Analyses
Education Level: N/A
Authoring Institution: N/A