Online from: 1987
Subject Area: Education
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|Title:||Strategic marketing planning in international schools|
|Author(s):||Tristan Bunnell, (Copenhagen International School, Copenhagen, Denmark)|
|Citation:||Tristan Bunnell, (2005) "Strategic marketing planning in international schools", International Journal of Educational Management, Vol. 19 Iss: 1, pp.59 - 66|
|Keywords:||Education, International organizations, Marketing planning, Schools, Strategic planning|
|Article type:||Research paper|
|DOI:||10.1108/09513540510574957 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – International schools are a growing class of educational institution. It has been suggested that few schools of this type have a marketing plan whilst research into development planning showed that few had a long-range plan. This paper aims to investigate these issues.
Design/methodology/approach – This paper deals with a survey of 32 international schools in 22 different countries. The public relations practitioner in each was questioned as to the nature of the marketing planning process.
Findings – Half of the schools had a marketing plan. Few had a one-year one, and few had a cyclical one with stages. Several had dispensed with such a plan. The major aim of marketing planning was to attract more students. There was little evidence of it being a strategic process. Few schools involved the whole school body.
Research limitations/implications – This involved a small-scale survey of international schools at a time when student numbers were high. This survey failed to take into account the growth of this type of school in mainland China.
Practical implications – It is suggested that perhaps some international schools might focus more on non-rational planning and scenario-building techniques. Making more contact with the local community might also be beneficial as a strategic marketing aim.
Originality/value – This paper furthers the understanding of the nature and organizational culture of international schools. It builds upon earlier research into development planning in this type of school.
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