The Research on School Marketing: Current Issues and Future Directions – An Updated Version

Abstract

This review provides a synthesis of the scholarship that has sought to expand understanding of educational marketing practice in schools. The following research questions guided this review: (1) what are the common themes and characteristics that emerge from research about marketing in schools? (2) What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent for the current review, the following topics are discussed: marketing perceptions, marketing planning, marketing strategies, and promotion. The chapter concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.

Citation

Oplatka, I. and Hemsley-Brown, J. (2012), "The Research on School Marketing: Current Issues and Future Directions – An Updated Version", Oplatka, I. and Hemsley-Brown, J. (Ed.) The Management and Leadership of Educational Marketing: Research, Practice and Applications (Advances in Educational Administration, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 3-35. https://doi.org/10.1108/S1479-3660(2012)0000015003