Abstract
M.A.
The purpose of this study is to determine what school marketing
entails and furthermore to gauge the perceptions of public school
principals on marketing and its implications on school management.
Information pertaining to school marketing will be collected, inter alia,
through the study of the relevant literature and through interviews
with the principals of four schools.
Through an analysis of the data collected from the literature study
and interviews with the principals, guidelines will be provided on how
principals of public schools can both create and maintain a
marketing culture through effective management.
The research does not propose to undertake any type of
comparative international study of marketing in education. While the
latter is worth pursuing, for the purpose of this research it is sufficient
to note that de-zoning (open enrolment), cost cutting, deregulation
and devolution of an increasing number of management functions of
schools are the most immediate impulses behind the marketisation
of public schooling in South Africa.
In view of the stipulations of the South African Schools Act 84/1996
and the consequent need for schools to embark on a programme of
marketing, the aims of this research study can be outlined as
follows : To determine:
1.3.1 What school marketing is.
1.3.2 The perceptions of school principals on school marketing
culture and its implications on management, and
1.3.3 how a school principal can create and maintain a marketing
culture through effective management.