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ERIC Number: EJ1099966
Record Type: Journal
Publication Date: 2016-Jun
Pages: 29
Abstractor: As Provided
Reference Count: 47
ISBN: N/A
ISSN: ISSN-0042-0859
School Brand Management: The Policies, Practices, and Perceptions of Branding and Marketing in New York City's Public High Schools
DiMartino, Catherine; Jessen, Sarah Butler
Urban Education, v51 n5 p447-475 Jun 2016
Over the past 20 years, market-based choice initiatives have become a popular approach to education reform. Since 2002, the New York City Department of Education has opened over 250 high schools, creating a marketplace so widespread that many students no longer have a zoned or neighborhood school. This article uses two New York City--based case studies to examine branding or marketing practices at new small schools. It explores how and to whom schools market themselves and the nature and type of information provided to students and parents. The article raises questions about the implications of marketing and branding practices for public education.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Research
Education Level: High Schools; Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New York