Although communication is part of marketing, it should be noted that marketing in educational sense is not communication. School marketing differs with popularly known industrial marketing in the sense that it aims at improving the quality of life of individuals rather than the manufacturing of products and making superfluous sales (Wynne, 2007, p. 45). Therefore, school marketing plan shall encompass sales or promotion plan, communications and advertising. In other words, the school marketing strategy shall focus on designing, implementing and controlling educational programs that seek to increase the acceptability of educational ideas to a target group in the society.
In order to do this, the marketing strategy shall utilize key principles like concept development, facilitation, incentives, consumer research, market segmentation, the exchange theory to maximize target group response and communications through media. Thus, administrators should design marketing plan geared towards changing life of learner. This can be reflected in the marketing plan by designing strategies which resonates with faculty.
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