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Marketing a neighbourhood school
Author
Chew, Andrew Hui Keong
Supervisor
Stott, Kenneth
Abstract
This study arises out of the verbal feedback given to Greenview Secondary School by some residents, parents, teachers, community leaders and police officers from January 1999 to June 1999. Their observations , feedback and complains about the poor discipline and behaviour of Greenview pupils indicate that the school has a poor public image.
Recognising the importance of a school's public image, this study examines Greenview Secondary School's image through a series of questionnaires administered in October 1999 to both internal customers (teachers, parents and pupils) and external customers (residents as potential customers and community leaders). The data would then be used to help the school draft out its marketing plans with the objective of building a positive public school image.
A total of 270 pupils, 180 parents, 63 teachers, and 30 residents and community leaders, responded to the questionnaires aimed at surveying their perceptions of the school discipline, facilities and "visibility". The data indicated that while most teachers, parents and parents and pupils concurred that the school's image had improved in the eyes of the public and that school had improved in 1999 over 1998. However, this view was not shared by community leaders and residents. The school's staff then worked out a comprehensive marketing plan to help Greenview further improve its public image.
The marketing strategies of open houses for primary six pupils and their parents, press coverage of school niche area in the areas of Information Technology and soccer and the school's value-added award in the 1998 GCE 'O' Level Examinations, showed some success. There was , for example, a marked increase in the number of secondary one express pupils choosing Greenview as a school of choice, and there was more positive feedback from parents, police and community leaders. The attempts at making marketing part of Greenview's culture with the objectives of improving the quality of education and Greenview's wider public image continue to be the school's most significant challenge.
Recognising the importance of a school's public image, this study examines Greenview Secondary School's image through a series of questionnaires administered in October 1999 to both internal customers (teachers, parents and pupils) and external customers (residents as potential customers and community leaders). The data would then be used to help the school draft out its marketing plans with the objective of building a positive public school image.
A total of 270 pupils, 180 parents, 63 teachers, and 30 residents and community leaders, responded to the questionnaires aimed at surveying their perceptions of the school discipline, facilities and "visibility". The data indicated that while most teachers, parents and parents and pupils concurred that the school's image had improved in the eyes of the public and that school had improved in 1999 over 1998. However, this view was not shared by community leaders and residents. The school's staff then worked out a comprehensive marketing plan to help Greenview further improve its public image.
The marketing strategies of open houses for primary six pupils and their parents, press coverage of school niche area in the areas of Information Technology and soccer and the school's value-added award in the 1998 GCE 'O' Level Examinations, showed some success. There was , for example, a marked increase in the number of secondary one express pupils choosing Greenview as a school of choice, and there was more positive feedback from parents, police and community leaders. The attempts at making marketing part of Greenview's culture with the objectives of improving the quality of education and Greenview's wider public image continue to be the school's most significant challenge.
Date Issued
2001
Call Number
LB2847 Che
Date Submitted
2001