THE BUSINESS OF EDUCATION
When I saw the Management of a school enlisting the
newly appointed Principal for distribution of school profile and info to the
parents in a Mall, I realized the emerging challenges to the role of the
Principal.
School Marketing is a very new dimension in “business
in education” . The Head of the school has a conflicting role in managing the
two diverse engagements –“business of education” and “business in education” !!
The “Number game” that is prevalent in other marketing
domains has also impacted the school markets with review of numbers between the
forenoon session of a day in the school with the afternoon sessions!
While I write this, I am fully aware of the criticism
my friends in this field would offer – I understand them – because they are
accountable to their investors and venture capitalists.
I have always wondered – how a school is to be marketed.
(Should it be? - is a different question and possibly not a debatable point in
the prevalent competitions)
“Creating a need for a product” appears to be the
mantra for effective penetration into any market. (I may be wrong, my friends may
forgive me for my inadequate knowledge of a field in which I have little
experience)
So it is important to create a need for the school..
and the need is created by the delivery of quality through impactful academic
strategies and focus on mental health of the learners and imparting life
skills. The school ambience should send
positive signals to the local community “to understand the need for a school of
that kind”. By word of mouth (I use this more proverbially), the message goes
out..
Day may not be far.. when there could be a separate course
for learning “School Marketing” !
G.Balasubramanian
(posted in Linked in)
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