ERIC Number: ED441272
Record Type: RIE
Publication Date: 1998-Jul
Borrowing from Business and Equitable Transformation in Education.
Van Der Bijl, Andre
This paper, by focusing on the application of marketing principles from the business environment to the educational environment, illustrates how educational management theorists have taken a generally accepted conceptual framework to maximize consumer satisfaction and competitive advantage and created a conceptual quagmire. The use of principles of business management is perceived by some as a method of transforming education at a micro level, thus leading to a more effective education. The text looks at marketing as applied in the business environment and the movement to apply marketing principles to the management of educational institutions. It examines the results of borrowing, arguing that the application of marketing principles has contributed to the understanding of communication between educational institutions and their surrounding communities. However, the contribution of this form of borrowing has not yet been used to its full potential in guiding and assisting equitable transformation. The perception that marketing is merely managerial communication still dominates, which means that the application of marketing principles is constrained within the discipline of educational management. The idea that marketer-client relationships exist between educators and the people they serve needs to be applied overtly and consciously. (Contains 46 references.) (RJM)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: Cape Technikon, Cape Town (South Africa).
Note: Paper presented at the World Congress of Comparative Education (10th, Cape Town, South Africa, July 12-17, 1998).