The emergence of the marketing professional in schools

doi:10.1080/01425692.2019.1608813

Paper

The emergence of the marketing professional in schools

Published May 14, 2019 · Paula McDonald, Barbara Pini, J. Bartlett

British Journal of Sociology of Education

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Abstract

Abstract The marketisation of schools has emerged as a defining feature of the education landscape. While the role of principals and lead teachers in carrying out marketing work was investigated in the late 1990s, there has been scant evidence of how the people and practices of marketing in schools have evolved into the twenty-first century. Expanding on existing literature on educational marketing practices in schools, and through in-depth interviews with a unique sample of school marketers, this study explores the emergence of the school marketing professional. The interviews reveal the diverse backgrounds and experiences of these individuals, the transfer of their business skills into schools and the tensions in professional boundaries with educators who traditionally performed school marketing activities. Ultimately, the study furthers insights into the co-existence of educational and managerial agendas in the schools market.

Study Snapshot

The school marketing professional has emerged, bringing diverse business skills and a co-existence of educational and managerial agendas to the education market.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

The emergence of the marketing professional in schools

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