Discuss real estate with any young family and the subject of schools is certain to come up—in fact, it will likely be a crucial factor in determining where that family lives. Not merely institutions of learning, schools have increasingly become a sign of a neighborhood’s vitality, and city planners have ever more explicitly promoted “good schools” as a means of attracting more affluent families to urban areas, a dynamic process that Maia Bloomfield Cucchiara critically examines in Marketing Schools, Marketing Cities. Focusing on Philadelphia’s Center City Schools Initiative, she shows how education policy makes overt attempts to prevent, or at least slow, middle-class flight to the suburbs. Navigating complex ethical terrain, she balances the successes of such policies in strengthening urban schools and communities against the inherent social injustices they propagate—the further marginalization and disempowerment of lowerclass families. By asking what happens when affluent parents become “valued customers,” Marketing Schools, Marketing Cities uncovers a problematic relationship between public institutions and private markets, where the former are used to leverage the latter to effect urban transformations.

Discuss real estate with any young family and the subject of schools is certain to come up—in fact, it will likely be a crucial factor in determining where that family lives. Not merely institutions of learning, schools have increasingly become a sign of a neighborhood’s vitality, and city planners have ever more explicitly promoted “good schools” as a means of attracting more affluent families to urban areas, a dynamic process that Maia Bloomfield Cucchiara critically examines in Marketing Schools, Marketing Cities. Focusing on Philadelphia’s Center City Schools Initiative, she shows how education policy makes overt attempts to prevent, or at least slow, middle-class flight to the suburbs. Navigating complex ethical terrain, she balances the successes of such policies in strengthening urban schools and communities against the inherent social injustices they propagate—the further marginalization and disempowerment of lowerclass families. By asking what happens when affluent parents become “valued customers,” Marketing Schools, Marketing Cities uncovers a problematic relationship between public institutions and private markets, where the former are used to leverage the latter to effect urban transformations.

Introduces the principles and philosophies of marketing for schools, and the concepts of supply and demand, segmentation and buying behaviour. The author goes on to cover advanced approaches, marketing research methods particularly suitable for schools, and strategic analysis and planning.

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.

Middle-class School Choice in Urban Spaces examines government-funded public schools from a range of perspectives and scholarship in order to examine the historical, political and economic conditions of public schooling within a globalized, post-welfare context. In this book, Rowe argues that post-welfare policy conditions are detrimental to government-funded public schools, as they engender consistent pressure in rearticulating the public school in alignment with the market, produce tensions in serving the more historical conceptualizations of public schooling, and are preoccupied by contemporary profit-driven concerns. Chapters focus on public schooling from different global perspectives, with examples from Chile and the US, to examine how various social movements encapsulate ideologies around public schooling. Rowe also draws upon a rich, five-year ethnographic study of campaigns lobbying the Victorian State Government in Australia for a brand-new, local-specific public school. Critical attention is paid to the public school as a means to achieve empowerment and overcome discrimination, and both a local and global lens are used to identify how parents choose the public school, the values they attach to it, and the strategies they use to obtain it. Also considered, however, are how quality gaps, distances and differences between public schools threaten to undermine the democracy of education as a means for individuals to be socially mobile and escape poverty. This book makes an important contribution to our understanding of global social movements and activism around public education. As such, it will be of key interest to researchers, academics and postgraduate students in the field of education, specifically those working on school choice, class and identity, as well as educational geography.

Marketing 101: How Smart Schools Get and Keep Community Support is a compact, practical handbook created to guide educators in the application of marketing strategies that get results. For many years, marketing has been implemented in school settings with a fragmented, piecemeal approach_only to have disappointing and sometimes expensive results. This book will introduce educators to sound marketing principles and action steps. Full of descriptive, concrete examples, the information is easy to adapt to any educational setting as a workhorse to capture and retain community support. The years ahead forecast challenging demographics, savvy consumers and high expectation stakeholders. Susan and David Carroll detail how to interpret demographic trends, assess your image in the community, groom your staff as ambassadors, select and use marketing communications tools correctly, pass your budgets, and other strategic marketing steps for immediate use and success. This book is essential to educators who want their schools to be aligned with the community they serve.

"Marketing a school suggestions, from the marketing outcomes and skills gained, through many years at the schoolface, by an assistant principal / school marketing coordinator."--Provided by publisher.