Abstract
The very mention of the word marketing sends chills down the
backs of many educationalists. Preconceptions and myths abound
about what marketing of private schools is.
Much of the general fear and antagonism towards marketing in
private schools is due to a misunderstanding of what marketing is
about. One widely held myth in private schools is that “marketing is
selling”. Another myth is that marketing is advertising.
It is undoubtedly true that private schools are inextricably
interwoven into the environment in which they are situated and that
the future development and survival of private schools is dependant
on the adoption of a holistic view and development of a marketing
culture.
Marketing at private schools are prerequisites for its survival in a
growing and competitive industry. Thus, research into the marketing
of private schools and its implications on high quality education was
both relevant and opportune.
The marketing of private schools is a relatively new concept in
South Africa. Many people detest the wholesale importation of the
language of business viz., customers and suppliers into the practice
of schooling. It therefore suggests a need for a change in attitude
and perceptions about the concept of marketing of private schools.
The study started with an overview of the historic evolvement of
private schools in South Africa and from the discussion it could be
gathered that the British public school system seemed to have had
a significant impact on the establishment and current day status of
private schools in South Africa.
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The evolution of marketing and the basic marketing principles are
briefly explained in Chapter three in order to set the scene for the
study of marketing in private schools.
A whole chapter is devoted to the literature study on the marketing
of private schools. Here the focus was on investigating what other
researchers and authors of marketing principles have found to be
relevant in the marketing of a service industry like private schools.
Chapter five elaborated on the qualitative research methodology
followed in order to arrive at research findings. A discussion guide
comprising of semi-structured in-depth interviews with the principles
and or their marketing representatives of 6 randomly selected
private schools in Gauteng, was used to form the basis of the
research.
Some of the important aspects pertaining to and emanating from
the literature study was integrated in the analysis of the qualitative
research data providing insight into the linkage between data and
the available literature on the subject of marketing of private
schools.
The study concluded with the findings of this research study. It
indicated that while private schools have adopted a marketing
culture to some degree, the ability to market themselves effectively
would depend on the manner in which they included a marketing
culture into their ethos and every day existence as private
educational institutions.
Interaction between the marketing approaches of private schools
and the community and industry in South Africa would encourage
and promote not only more effective school facilities and resources
but also promote quality learner achievements.
Prof. F.J. Herbst