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ERIC Number: EJ843437
Record Type: Journal
Publication Date: 2006-Mar-31
Pages: 23
Abstractor: As Provided
Reference Count: N/A
ISSN: ISSN-1207-7798
Teachers' Perceptions of Their Role in Educational Marketing: Insights from the Case of Edmonton, Alberta
Oplatka, Izhar
Canadian Journal of Educational Administration and Policy, n51 p1-23 Mar 2006
Based on semi-structured interviews with high school teachers in Edmonton, Alberta, the reported study examined teachers' attitudes towards their roles and responsibilities in marketing their school, and the perceived impact of educational markets upon teachers' well-being. The teachers define marketing negatively and narrowly, resist any involvement of teachers in marketing their schools, and feel that working in a market-like environment leads to high levels of stress and uncertainty in their work. Yet many of them provided evidence of their contribution to prospective students' recruitment by promoting their subject matter in the open house. Theoretical and practical implications are suggested. (Contains 1 footnote.)
Faculty of Education, University of Manitoba. Winnipeg, MB R3T 2N2, Canada. Tel: 204-474-9004; Fax: 204-474-7564; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: High Schools
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada