ERIC Number: ED474987
Record Type: RIE
Publication Date: 2002
This document is a chapter in "The Principles and Practice of Educational Management," which aims to provide a systematic and analytical introduction to the study of educational management. The structure of the book reflects the main substantive areas of educational leadership and management, and most of the major themes are covered in the volume's 19 chapters, of which this is one. A distinctive meta-trend in educational management is the movement of schools from an inward-focused and closed mode of operation to one that is externally focused, accountable, competitive, and open. This chapter examines the role that marketing plays in this shift. Markets and marketing are miasmic concepts, but at its most basic level, a market exists where choice exists. From an international perspective, a full range of market forms can be identified, each generating distinctive marketing and external-relations management issues. In the developed world, for example, marketing has had more of an impact on educational management than it has had in less-developed countries. Whatever the degree of marketization, though, schools and colleges must engage in the processes of marketing to some extent. No matter the setting, the idea that marketing is simply about selling is challenged by a number of important ideas that relate strongly to educational management: the marketing triad, a recognition that marketing has goals other than recruiting students; the distinction between transactional relationships and other relationships, and the importance of partnerships and alliances in education management; and the notion of relationship marketing. Because effective external-relations management is based on the integration of a market-focused perspective into strategy development, it is essential that all these ideas be incorporated into a plan. (Contains 48 references.) (RJM)
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A
Note: In: The Principles and Practice of Educational Management; see EA 032 295.