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Strategic marketing management of pre-schools
Author
Poon, Chong Liang
Supervisor
Soucie, Daniel
Abstract
The purpose of this study was to explore how strategic marketing management concepts might be introduced to kindergartens and childcare centres. Fifty respondents that included parents, teachers, supervisors and experts (lecturers, preschool franchise managers, childcare officers, and school inspectors) participated in a survey that examined three key areas, namely, the product mix, the strategic educational management mix, and the ethics of using business/marketing concepts in educational management. Causal comparative studies were carried out, using SPSS (Version 9) for data analyses. From amongst a list of 15 preschool activities in the product mix, thinking skills, reading moral education and outdoor play were the top four most important activities in the product mix rate and ranked by the respondents. Similarly, homework and computer lessons were rated and ranked as the least important. The concept of a strategic educational management mix comprising 14 strategies/objectives was proposed. Significant differences were found between how deeply respondents valued the strategies/objectives and the extent of their beliefs that pre-schools in Singapore have actually achieved in each. When faced with dichotomous decision making situations with respect to the ethical adoption of business/marketing concepts in educational management, the respondents' positions were found to be consistently in favour of not adopting business marketing concepts.
Date Issued
1999
Call Number
LB1140.25.S5 Poo
Date Submitted
1999