The Implications of the Development of a “Market Place” in Education for the School Leader

DOI

10.2991/msmi-18.2018.50How to use a DOI?

Keywords

Marketing, School market, Private education.

Abstract

Since the early 1980s market place in education has been the focus of attention, especially the introduction of a competitive environment is not limited to the United Kingdom, but also the United States, where schools now have to compete for students. At the same time this competition within education is spreading to other countries. Schools have to exist and survive within a competitive marketplace. So the methods used to promote the product are becoming more and more important. The focus of this paper is to examine the ways in which a school markets itself and its ‘product’. A case study in China is used for this purpose. The paper examines why schools engage in marketing activities, what methods they use to do so and what the main outcomes of those activities are for these schools.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Li-Na ZHANG
PY  - 2018/04
DA  - 2018/04
TI  - The Implications of the Development of a “Market Place” in Education for the School Leader
BT  - Proceedings of the 2018 5th International Conference on Management Science and Management Innovation (MSMI 2018)
PB  - Atlantis Press
SP  - 279
EP  - 284
SN  - 2352-5428
UR  - https://doi.org/10.2991/msmi-18.2018.50
DO  - 10.2991/msmi-18.2018.50
ID  - ZHANG2018/04
ER  -