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Creating a school image by using marketing strategies to change its public opinion
Author
Toh, Edward Paul Boon How
Supervisor
Leong, Wing Fatt
Abstract
Many researchers have found that the school image is important in the survival of the school system. As the saying goes, "First impressions last". So, in line with the saying, schools that project their image well are able to maintain good relationships with the community. The support they receive from pupils, parents and neighbourhood residents' committee helps them in many ways. The programme of the school has to cater to the needs of the public. Schools should change and keep up with emerging trends. Research has shown that the leadership in school plays an important role in building and maintaining a school image.
Studies have shown that choices made by parents on the school for their children depend heavily on what they expect from the school. They tend to look for schools with a rich tradition and good reputation. Thus the choice of enrolling their children in a new school depends on not just the quality of the facilities of the new and fully-equipped building but also on what the school can offer in its first few years. If the school is unable to meet the parents' expectations, the number of pupils requesting for transfer will increase. The school has a responsibility to maintain its pupil enrolment and at the same time, try to increase its annual intake.
In order to explore ideas to solve the image problem of schools that has been stated, the study sought evidence on the use of marketing strategies in education on customer retention and increase in demand to see if what works well for private enterprises in the service industries would be applicable to schools. Schools are compared with service industries as teachers provide educational services to the pupils and parents and they who regarded as customers or consumers.
The present study found that many teachers felt that they have a duty to educate the young in the community. Not every member of the public has been satisfied with the service provided by the teachers even though they may have tried their best. It is in such times that school leaders need to intervene with appropriate actions. In the study, the public survey revealed that parents wished to have a better working relationships with the neighbourhood school.
Results of the interviews and surveys before the implementation showed that the school has a vision and a mission to serve the community. The principal and his middle managers helped to implement the school plan, monitor the teachers' progress and also maintain contact with the public. After the implementation, a general survey was conducted to seek feedback on the English/Mathematics and Mother Tongue programmes of the school. Parents who were surveyed during the open house showed that they were generally satisfied with the organization of the school but would want to be more involved in the programmes.
Studies have shown that choices made by parents on the school for their children depend heavily on what they expect from the school. They tend to look for schools with a rich tradition and good reputation. Thus the choice of enrolling their children in a new school depends on not just the quality of the facilities of the new and fully-equipped building but also on what the school can offer in its first few years. If the school is unable to meet the parents' expectations, the number of pupils requesting for transfer will increase. The school has a responsibility to maintain its pupil enrolment and at the same time, try to increase its annual intake.
In order to explore ideas to solve the image problem of schools that has been stated, the study sought evidence on the use of marketing strategies in education on customer retention and increase in demand to see if what works well for private enterprises in the service industries would be applicable to schools. Schools are compared with service industries as teachers provide educational services to the pupils and parents and they who regarded as customers or consumers.
The present study found that many teachers felt that they have a duty to educate the young in the community. Not every member of the public has been satisfied with the service provided by the teachers even though they may have tried their best. It is in such times that school leaders need to intervene with appropriate actions. In the study, the public survey revealed that parents wished to have a better working relationships with the neighbourhood school.
Results of the interviews and surveys before the implementation showed that the school has a vision and a mission to serve the community. The principal and his middle managers helped to implement the school plan, monitor the teachers' progress and also maintain contact with the public. After the implementation, a general survey was conducted to seek feedback on the English/Mathematics and Mother Tongue programmes of the school. Parents who were surveyed during the open house showed that they were generally satisfied with the organization of the school but would want to be more involved in the programmes.
Date Issued
2001
Call Number
LB2847 Toh
Date Submitted
2001