The Next Revolution Will Be In Education: A New Marketing Approach For Schools

Abstract

The past 15 years have been a dramatic and unique period for education systems all over the world. The challenges have become more complex and the need for schools to promote their agenda has become cardinal and, in some cases, even critical. Today, parents, children, pupils and teachers are motivated by their senses and the positioning of leading brands in the market, including the educational market. As this is the reality, schools need to change their approach and develop a sense of marketing and branding in their DNA if they wish to survive this chaotic period (universities and colleges have engaged in marketing for years). This article will present a new approach for marketing schools and offer a strategic plan that every school can adopt and implement. Warner (2009) emphasizes that a strategic plan is the essential first step for the success of any school. It is time for schools to realize that they need to differentiate themselves and try to position their uniqueness (and if they do not have such a uniqueness, it’s time to create it) in the system if they seek to lead and survive this “crazy” time. A series of interviews and data from open questionnaires was collected in Israel from principals and teachers and a qualitative analysis was conducted to define their views in relation to marketing schools. The main message in this paper is that schools are afraid of marketing, yet they need a marketing plan (Foster, 2011). Marketing is an essential part of a school district's communication plan, as it is in any successful business. If it is not, schools may find themselves out of business.