Marketing for secondary Marketing for secondary private schools in Taiwanprivate schools in Taiwan

Lin Shih HuangLin Shih Huang

The reasons for The reasons for dissertationdissertation

Due to the policy and social environment Due to the policy and social environment change, many schools face the change, many schools face the competition in the education arena competition in the education arena especially at the secondary sector. especially at the secondary sector.

Broader meaning of marketing for schools Broader meaning of marketing for schools could not only help schools to understand could not only help schools to understand external acquirement and internal external acquirement and internal circumstance, but also enable schools to circumstance, but also enable schools to build effective strategies for whole school build effective strategies for whole school self-evaluation and development plan.self-evaluation and development plan.

The purpose of The purpose of dissertationdissertation

This paper aims to realize the leaders This paper aims to realize the leaders in secondary private schools how in secondary private schools how they understand the internal and they understand the internal and external market information; and external market information; and how they build effective marketing how they build effective marketing strategies for schools’ development strategies for schools’ development and external relationship and external relationship management with local community.management with local community.

Literature reviewLiterature review

Definition of marketing for schools Definition of marketing for schools as: The means by which the school as: The means by which the school actively communicates and promotes actively communicates and promotes its purpose, values and products to its purpose, values and products to the pupils, parents, staff and wider the pupils, parents, staff and wider community. (Davies and Ellison, community. (Davies and Ellison, 1997, p. 3) 1997, p. 3)

Literature reviewLiterature review

Marketing schools:Marketing schools: is is reputation management; reputation management; is customer relationship management; is customer relationship management; has systematic market research and has systematic market research and

analysis; analysis; stresses effective strategies forstresses effective strategies for

achieving organisational goals; achieving organisational goals; is the process for substantial is the process for substantial

development; development;

Literature reviewLiterature review

School market segmentation:School market segmentation: Internal markets External markets

Governors Staff (teaching and support) Regular visitiors and helpers Current pupils Current parents

Prospective pupils Prospective parents Former pupils Prospective staff Other educational institutions The local community Commerce and industry The Local Education Authority /

Funding Agency The Office for Standards in

Education The Teacher Training Agency /

General Teaching Council National groups and

organisations

Literature reviewLiterature review

Dilemmas Dilemmas Government-oriented literature and Government-oriented literature and

policy directives imposed the market on policy directives imposed the market on school that principals were encouraged school that principals were encouraged to market their products and services.to market their products and services.

Inconsistency between their moral value Inconsistency between their moral value and policy imperatives. Such as money and policy imperatives. Such as money should be allocated to marketing rather should be allocated to marketing rather to teaching and learning.to teaching and learning.

Oplatka I. and Hemsley-Brown J. (2004)Oplatka I. and Hemsley-Brown J. (2004)

Literature reviewLiterature review Marketing plan is the core of marketing process. Marketing plan is the core of marketing process.

It is unlikely that most schools have systematic It is unlikely that most schools have systematic and coherent marketing plan.and coherent marketing plan.

None of principals had a clearly formulated and None of principals had a clearly formulated and written marketing policy or plan. (Bell, 1999)written marketing policy or plan. (Bell, 1999)

Do school conduct marketing research? Do school conduct marketing research? Most schools’ teams were unlikely to base their Most schools’ teams were unlikely to base their

marketing decisions on reliable and systematic marketing decisions on reliable and systematic marketing research findings or formal consumer marketing research findings or formal consumer scanning.scanning.

Principals often gained in ad hoc ways: Principals often gained in ad hoc ways: conversation with parents, informal conversation conversation with parents, informal conversation with teachers, meetings with parents associations, with teachers, meetings with parents associations, local authority and trade union in community.local authority and trade union in community.

Oplatka I. and Hemsley-Brown J. (2004)Oplatka I. and Hemsley-Brown J. (2004)

Hypothesis:Hypothesis: Market information is valuable for Market information is valuable for whole school whole school

self-evaluationself-evaluation: for schools to realize internal : for schools to realize internal performance, parents and students’ needs; to performance, parents and students’ needs; to understand external environment, requirement understand external environment, requirement and expectation toward the schoolsand expectation toward the schools

Marketing strategy is beneficial for Marketing strategy is beneficial for school school development plandevelopment plan: via building and : via building and implementing marketing strategies for schools implementing marketing strategies for schools to enhance development plan; to manage to enhance development plan; to manage reputation and client’s relationship reputation and client’s relationship

MethodologyMethodology

Qualitative methods Qualitative methods 2 Taiwanese privet high schools: 2 Taiwanese privet high schools:

telephone interview with principalstelephone interview with principals 2 British secondary schools: visit and 2 British secondary schools: visit and

interview with headteachers or interview with headteachers or managersmanagers