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The role of school and university teachers as part‐time marketers

Jesús Cambra‐Fierro (Dpt. Dirección de Empresas, University Pablo de Olavide, Seville, Spain)
Jesús Cambra‐Berdún (UNED‐Barbastro, Barbastro‐Huesca, Spain)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2008

Abstract

Purpose

The purpose of this paper is to analyse whether teachers can be described as part‐time marketers (PTM) and therefore their influence on the perception of their organisations' image.

Design/methodology/approach

In order to identify perceptions of students and their parents, a series of focus groups (ten) were developed. The resultant data were analysed using the NVivo software.

Findings

Teachers are identified as PTM within the educational context. Therefore, how students and their parents perceive their activity influences the image of quality of their educational institutions.

Research limitations/implications

The limitations relate to qualitative approaches. This paper considers only the Spanish context.

Practical implications

Educational institutions need to stimulate their teachers to show a positive image. Adequate strategies for selection, training and motivation are necessary.

Originality/value

Teachers can be explicitly described as marketers. Implications are discussed at the end of the paper.

Keywords

Citation

Cambra‐Fierro, J. and Cambra‐Berdún, J. (2008), "The role of school and university teachers as part‐time marketers", Marketing Intelligence & Planning, Vol. 26 No. 5, pp. 539-551. https://doi.org/10.1108/02634500810894361

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited