Abstract
M.Ed. (Educational Management)
Marketing in historically black public secondary schools in Phuthaditjhaba was never used as
a management strategy by school principals. However principals ofindependent schools in the
same region are using marketing to promote the image of their institutions in order to increase
the enrolment of learners. These principals hold discussions with business men who evaluate
their school programmes with the purpose of Keeping pace with the external environment.
The failure to market the public secondary schools has a negative impact on the image ofthese
schools and on the attitude that the community adopts towards them. This attitude compels
parents to remove their children from such schools and to relocate them to others where
marketing of the institution is a daily process and where a sound relationship with both the
private sector and the external community of the institution has been established...