Marketing Management for School Leaders: The Theory and Practice for Effective Educational Practice

Due to the changing competitive landscape in education, it becomes vital for aspiring school leaders to understand how families select schools for their children. Families today shop for a school in a manner consistent with how they research a new appliance or automobile prior to purchase. Unfortunately, many public schools are unprepared to assist families in this decision-making process. Public schools need to become aware of the changing dynamics of education, understand the reasons for telling others about what they do, and then develop a comprehensive and coherent strategy for successfully marketing their program. That is the purpose of this book. Marketing Management for School Leaders: The Theory and Practice for Effective Educational Practice will provide educational leadership students a theoretical understanding of marketing to equip them with sound principles upon which they can build actionable strategies in their professional practice.