Abstract
M.Ed.
In Chapter I an expOsition of the purpose of this study is given and the background to the
research problem is explained. The problem statement is presented and demarcated into
the aims of the research and the research methodologies. Both research methodologies
(quantitative and qualitative) research were used. Concepts that were used in this study
are clarified. Chapter 2 concentrates on the literature review to establish what other theorists say about learner mobility and school marketing. It emerged that many township schools lacked adequate financial resources. Most importantly, in some schools, a vision and mission statement was lacking. Township schools need to be marketed. Market research, analysing a school's product and service and the management of the school marketing process were aspects that are explored. Schools need to be market-orientated.
In Chapter 3 the design of the research instruments, both quantitative and qualitative, are
discussed. The questionnaire, consisting of 25 open-ended items, is discussed and was
found unreliable. The qualitative research was explored. Focus group interviews were
conducted at three secondary schools in the Stanwest circuit, Standerton. Chapter 4 contains an analysis and interpretation of some of the empirical data. The analysis procedure is looked into and the following categories and sub-categories have been derived from the analysis: Resources (physical, human and financial); Stability; Parent participation; Participation of the Mpumalanga Education Department; Discipline;
School marketing. Chapter 5 provides an overview of the study, discusses the limitations thereof and makes recommendations. Township schools need to be marketed. Topics such as market research, analysing a school's product and service, defining and redefining a school's product and service, and managing the marketing process, were recommended in the marketing of township schools.