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Journal cover: International Journal of Educational Management

International Journal of Educational Management

ISSN: 0951-354X

Online from: 1987

Subject Area: Education

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Strategic marketing planning in international schools

Document Information:
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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