Finding the Customers: Challenges and Experiences Marketing K-12 Full-Time Virtual Schools

Autor/inn/en	Jones, Karen D.; Figueiredo-Brown, Regina
Titel	Finding the Customers: Challenges and Experiences Marketing K-12 Full-Time Virtual Schools
Quelle	In: American Journal of Distance Education, 32 (2018) 2, S.96-112 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0892-3647
DOI	10.1080/08923647.2018.1440463
Schlagwörter	Elementary Secondary Education; Student Recruitment; Marketing; Qualitative Research; Case Studies; Electronic Learning; Interviews; Administrators + Suchen Sie Ihr Suchwort? Qualitative Forschung; Case study; Fallstudie; Case Study; Interviewing; Interviewtechnik
Abstract	Full-time virtual schooling is a growing alternative to traditional schools, although it is an option still unknown to many students. The ability to inform students through marketing is thus foundational to the success of virtual schools. Using a qualitative case study methodology, this article examines marketing patterns for nonprofit virtual schools, including how students find out about virtual schools; the ways in which school leaders market their schools; and changes reported in schools' marketing and recruitment needs and strategies. This analysis suggests that students find out about virtual schools in many ways, including being referred, rejected, and urged by their local schools. Implications include issues around socioeconomic equity, especially in terms of school access, funding, and educational quality. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01