Integrating Marketing into the Leadership and Management of Schools: A Curriculum-Focused Approach

Abstract

The chapter explores the growth of marketing in education with a specific focus on schools. It argues that developing a marketing orientation has become a key integral objective of schools and examines the leadership requirements needed to nurture this ambition. Central to this development is the need to focus on the curriculum, a key part of the mission of schools, as an organizing idea for successful and relevant school marketing. Based on the CORD model of educational marketing (Maringe, 2005), the chapter argues that school leaders need to develop a set of marketing competences in four specific areas: market contextualization competences; marketing organizational competences; marketing research competences; and marketing development competences.

Citation

Maringe, F. (2012), "Integrating Marketing into the Leadership and Management of Schools: A Curriculum-Focused Approach", Oplatka, I. and Hemsley-Brown, J. (Ed.) The Management and Leadership of Educational Marketing: Research, Practice and Applications (Advances in Educational Administration, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 63-85. https://doi.org/10.1108/S1479-3660(2012)0000015005