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ERIC Number: EJ811623
Record Type: Journal
Publication Date: 2008
Pages: 8
Abstractor: ERIC
Reference Count: 40
ISSN: ISSN-0892-0206
Managing Internal Marketing in a New Zealand Language School: Some Important Lessons for All Educational Leaders
Stachowski, Christopher Allen
Management in Education, v22 n4 p31-38 2008
In New Zealand, private language schools, although controversial, are popular for international travellers who want to study and travel simultaneously. These alternative schools are run in a business-like fashion and their educational administrators have embraced the use of marketing as part of their everyday educational management practice. Even though some authors, such as Ritchie et al. (2003), have written of marketing in education as being a growing area for research, little empirical research actually exists. In this article, the author presents a case study designed to address the lack of good examples of educational marketing practice by examining an instance of internal marketing in education. The author also provides some important lessons for all education leaders in managing internal marketing in a New Zealand language school. (Contains 2 figures.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New Zealand