The introduction of educational markets into public and higher education in many countries has led to competitive environments for schools and higher education institutions. This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of student retention.

This book will provide students in graduate level educational leadership courses a theoretical perspective on best practices in educational marketing. Additionally, veteran school leaders that want to become more savvy in the new competitive educational landscape will find the book helpful in making decisions that are both theoretically and strategically sound specific to marketing will find this book a go to support. Examples of effective best practice via real world case studies, as well as debrief questions and assignment examples for further discussion and learning will be provided.

The introduction of educational markets into public and higher education in many countries has led to competitive environments for schools and higher education institutions. This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of student retention.

This text provides a study of the education policy scholarship of leadership. It examines the ways in which concepts of educational leadership and management have evolved historically and culturally, reviewing contemporary debates about the nature of school leadership.; The question of what school leadership could and should be is at the centre of political, ideological and educational debate in many societies. These debates involve cultural conservatives, New Right marketeers, democrats and community educators, feminists and critical theorists as well as school governors, headteachers and teachers, parents, community members and school students.; These debates are reviewed and the theoretical context is illuminated by fieldwork accounts derived from the research participation of 88 headteachers working in English schools, both primary and secondary. Such accounts provide an insight into the challenges of contemporary school leadership as headteachers face new power relationships, new curriculum responsibilities and management and marketing cultures which generate moral, ethical and professional dilemmas for many of them.

The American public school system is the biggest business in the world. Too frequently the schools are still thought of as 'the little red schoolhouse' and are marketed to their many and varied clients as such. This book provides a method by which students of teaching and learning, school board members, superintendents of schools, school principals, state and federal lawmakers, educational agencies at all levels might use some of the private sector ideas to effectively and efficiently market their products to the right 'consumers.' Holcomb discusses education as a product as well as a service. It can be measured, evaluated, weighed, verbalized, packaged...and marketed. Used here, 'marketing' is simply the exchange of money, goods, or services for other money, goods, or services. With his extensive experience in educational services, the author offers much to help the public school system.

Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

Globalization and shifting demographics have led to a call for an immediate change in education-based counseling. Future school counselors must be equipped with 21st century skills that are applicable across cultural boundaries and applied in a global context. Addressing Multicultural Needs in School Guidance and Counseling is a pivotal reference source that provides a framework for school counselors and life skills teachers to implement globally-focused comprehensive school guidance and counseling programs in schools, as well as intervention strategies that effectively deal with psychosocial issues facing students and their families. Highlighting topics such as child abuse, diversity awareness, and antisocial behavior, this publication explores skills applicable to the global cultural shift and the methods of guiding students to reach a higher level of self-fulfillment in their lives. It is ideally designed for school administrators, school counselors, psychologists, educational professionals, academicians, researchers, and students.

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.

′This is a very good and much needed book. Written by a very experienced researcher and teacher in the education leadership world it brings together a wealth of understanding and insights in the field of leadership and management development in education′ - International Journal of Educational Management ′[T]his book is an excellent survey of practice on a truly international scale which many will find valuable′ - Educational Management Administration and Leadership ′Few people could be better qualified to write about this topic than Tony Bush. The book draws on a wealth of experience and detailed research. Typically, it is extremely well structured, written with great clarity, and combines the highest levels of scholarship with an accessible style that will enable it to appeal to a wide audience. This is a book that many in the field have been waiting for′ - Professor Mark Brundrett, Professor of Educational Research, Liverpool John Moores University, Liverpool ′This book is far and away the best international comparative study of leadership development for schools. There are countless books highlighting the importance of leadership but none have satisfactorily gone to the heart of the issue, especially for developed and developing countries, and Tony Bush has done it here. It is a sure guide to policymakers, practitioners and researchers who want to make a difference′ - Professor Brian J. Caldwell, Managing Director of Educational Transformations and former Dean of Education at the University of Melbourne, Australia Leadership is critical to educational development and specific preparation is vital if leaders are to maximise their effectiveness. In this major new text, Tony Bush draws on his extensive international experience and research to examine the case for leadership development and assess the different modes of preparation used in Europe, including the U.K., North America, Asia Pacific, Australia, New Zealand and Africa. He also examines research on how leadership impacts on school and student outcomes and considers future directions for leadership and management development in education. This text is essential reading for students of educational leadership and management as well as for policy-makers, headteachers and principals.