ERIC Number: EJ1088060
Record Type: Journal
Publication Date: 2016
Abstractor: As Provided
Assessing the Impact of School-Based Marketing Efforts: A Case Study of a Foreign Language Immersion Program in a School-Choice Environment
Olson Beal, Heather K.; Beal, Brent D.
Peabody Journal of Education, v91 n1 p81-99 2016
The marketization of K-12 education has led to an increase in school-based marketing efforts. Relatively little research, however, has examined how public schools market themselves, who is involved in marketing, and how these marketing efforts impact key stakeholders, including school administrators, teachers, students, and parents.We explore these questions in this qualitative study of school-based marketing efforts at South Boulevard, a foreign language immersion magnet elementary school in East Baton Rouge Parish, Louisiana. Analysis of data from participant observation and in-depth interviews with key stakeholders reveals that administrators, teachers, parents, and students actively participated in marketing and recruiting, and that these efforts were associated with a number of implicit and explicit costs. Introducing two concepts from the business literature--business-level strategy and brand communities--yields a number of observations and policy questions. Finally, the shifting role of parents and administrators in an increasingly market-like school-choice environment is discussed.
Descriptors: Case Studies, School Choice, Immersion Programs, Commercialization, Elementary Secondary Education, Magnet Schools, Elementary School Students, Educational Change, Educational Legislation, Financial Support, Educational Finance, Public Education, Qualitative Research, Participant Observation, Interviews
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Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education; Elementary Education
Authoring Institution: N/A
Identifiers - Location: Louisiana
Identifiers - Laws, Policies, & Programs: Emergency School Aid Act 1972