Abstract
M.Ed.
As a result of open enrolment in present day South Africa
rural schools are faced with the problem of an exodus of
learners from the rural schools to urban schools. According
to the Race Relations Survey (1992/1993 : 598) the number
of African pupils enroled in Indian schools increased from
58 in 1986 to 11 274 in 1991 and 21 940 in 1992". The only
way to address this problem is to implement a market
strategy to retain and even draw learners back to the rural
schools. Such a strategy can only be successful if sound
market research is done. In this process the principal
plays a pivotal role.
According to the Race Relations Survey (1993/1994 : 707)
the cost of transporting rural pupils to urban schools is
expensive. Transport to such schools could not be afforded
by parents in rural areas. Since the transport is not
subsidised the cost to such schools could amount to be as
much as R80 a month. The above figure is a reflection of
the seriousness of the problem. Parents are heavily
burdened financially with the exodus of rural learners to
urban schools.
DERMACATION OF THE INVESTIGATION
The study will focus on six principals of secondary schools
in the Msinga District in KwaZulu-Natal. All principals are
graduates with experience ranging from five to ten years.
Having demarcated the research problem, it is now necessary
to state the aim of the research project.
AIM OF THE RESEARCH
In view of the problem formulated above and the motivation
of study the general aim is to investigate the principals
roles in the marketing of rural public secondary schools in
KwaZulu-Natal.
In order to achieve this general aim of the project the
specific aims of this mini-dissertation are :
To give an overview of the literature on school
marketing and the role of the principal.
To determine the present position of marketing in
rural public secondary schools in KwaZulu-Natal.