The Emergence of the Marketing Professional in Schools

Autor/inn/en	McDonald, Paula; Pini, Barbara; Bartlett, Jennifer
Titel	The Emergence of the Marketing Professional in Schools
Quelle	In: British Journal of Sociology of Education, 40 (2019) 7, S.883-900 (18 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0142-5692
DOI	10.1080/01425692.2019.1608813
Schlagwörter	Marketing; Commercialization; Business Skills; School Personnel; Private Schools; High Schools; Foreign Countries; Occupational Information; Public Relations; Staff Role; Teacher Role; Competition; Interprofessional Relationship; Australia + Suchen Sie Ihr Suchwort? Schulpersonal; Private school; Privatschule; High school; Oberschule; Ausland; Berufsinformation; Public relation work; Öffentlichkeitsarbeit; Lehrerrolle; Wettkampf; Australien
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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01