School Principals as Marketing Managers: The Expanding Role of Marketing for School Development

Abstract

This study examined the relative importance that school principals attach to aspects of their role as marketing managers for their schools and their relative satisfaction with their efforts to date. The study included 60 principals from two school districts. Findings suggest that principals are aware of the importance of marketing in today’s increasingly complex marketplace for education. These leaders may not always use marketing jargon or even marketing models to guide them. Still, they are active marketing managers. The sample group is somewhat satisfied with their marketing performance to date but acknowledged areas for improvement.