Marketing and Strategy

Course Code: MMASLO_02

Masters Level Module

This intensive module for senior school leaders considers marketing theory as it applies to schools. Participants are encouraged to undertake market research exercises in relation to an aspect of the situation of their own school. The marketing mix, in its different formulations, is covered and participants will be asked to consider how the implications apply to their own institutions. Strategic management and strategic planning and the implications for long term and futures thinking in education are also examined. Strategic management and planning are interrelated with marketing, and the module considers the planning/marketing cycle in the context of information gained through market research that relates to both the internal, and the local, national and international context of the school in the 21st century. Reference is also made to the literature and research on school choice, the factors that most influence the choices being made by prospective students and their parents.

This module is taught by Vivienne Porritt and Domini Bingham.