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Article Information:
Title:
The role of school and university teachers as part-time marketers
Author(s):
Jesus Cambra-Fierro, Jesus Cambra-Berdun
Journal:
Marketing Intelligence & Planning
Year:
2008
Volume:
Issue:
Page:
539 - 551
ISSN:
0263-4503
DOI:
10.1108/02634500810894361
Publisher:
Emerald Group Publishing Limited
Acknowledgements:
The authors are very grateful for the comments and suggestions made by the former editor, Keith Crosier, and by the two anonymous reviewers. They are also very grateful for the interest shown by both the Editor and the Assistant Editor.
Document Access:
Abstract:
Purpose – The purpose of this paper is to analyse whether teachers can be described as part-time marketers (PTM) and therefore their influence on the perception of their organisations' image.
Design/methodology/approach – In order to identify perceptions of students and their parents, a series of focus groups (ten) were developed. The resultant data were analysed using the NVivo software.
Findings – Teachers are identified as PTM within the educational context. Therefore, how students and their parents perceive their activity influences the image of quality of their educational institutions.
Research limitations/implications – The limitations relate to qualitative approaches. This paper considers only the Spanish context.
Practical implications – Educational institutions need to stimulate their teachers to show a positive image. Adequate strategies for selection, training and motivation are necessary.
Originality/value – Teachers can be explicitly described as marketers. Implications are discussed at the end of the paper.
Keywords:
Individual perception, Spain, Students, Teachers, Universities
Article Type:
Research paper