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Today's administrators need to understand why, when, where, and how
to market their schools to continue to serve their communities in
the rapidly-changing educational climate. This book will highlight
effective and tangible marketing practices for k-12 educators. The
book is envisioned to be very reader friendly and offer practical
solutions to current challenges that school leaders are facing. The
authors envision school leaders being able to open the book and
start applying the information. The book offers ideas and solutions
to marketing challenges both big and small. It will also walk
administrators through the process of establishing a marketing plan
specific to educational contexts, help them navigate their
competitive environment, and address marketing communication issues
ranging from social media to crisis planning.
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.
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.
Today's administrators need to understand why, when, where, and how
to market their schools to continue to serve their communities in
the rapidly-changing educational climate. This book will highlight
effective and tangible marketing practices for k-12 educators. The
book is envisioned to be very reader friendly and offer practical
solutions to current challenges that school leaders are facing. The
authors envision school leaders being able to open the book and
start applying the information. The book offers ideas and solutions
to marketing challenges both big and small. It will also walk
administrators through the process of establishing a marketing plan
specific to educational contexts, help them navigate their
competitive environment, and address marketing communication issues
ranging from social media to crisis planning.
This book looks at the relationship between attitudes toward
plaintiff's attorney television advertising and attitudes toward
personal injury litigation. The research discussed herein examined
the personality construct of vengeance to determine if there was a
mediating factor affecting individuals' reactions to this
advertising. The study measured the same population targeted by
this form of advertising; the sample included 200 adults, aged 18
and older, living in the Indianapolis metropolitan area. The
results demonstrate that there is a statistically significant
relationship between this form of television advertising and
positive attitudes about the act of filing a personal injury
lawsuit. The results further detail the statistically significant
contribution of vengeance, advertising, and income on attitudes
toward personal injury litigation. Previous studies have separately
examined legal services advertising and vengeful behaviors.
However, none has examined whether or not a desire for vengeance
factors into the manner in which consumers receive and/or react to
plaintiff's attorney advertising.
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