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Do They Even Know We Are Here? The I...

Manahan, Chantell S.,

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Do They Even Know We Are Here? The Impact of Marketing on School Choice /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Do They Even Know We Are Here? The Impact of Marketing on School Choice // Chantell S Manahan.
Author:	Manahan, Chantell S.,
Description:	1 electronic resource (149 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-11, Section: A.
Contained By:	Dissertations Abstracts International85-11A.
Subject:	Education policy. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31294707
ISBN:	9798382584263

Do They Even Know We Are Here? The Impact of Marketing on School Choice /
Manahan, Chantell S.,

Do They Even Know We Are Here? The Impact of Marketing on School Choice /Chantell S Manahan. - 1 electronic resource (149 pages)

Source: Dissertations Abstracts International, Volume: 85-11, Section: A.

This mixed-method action research study was prompted by the heightened competition faced by public K-12 schools for both students and the accompanying funding. This funding is crucial for adequately staffing schools and providing educational programs, athletics, and extracurricular activities. Traditional schools now find themselves amidst various options, including private, charter, and online schools, along with an increasing number of families choosing homeschooling. Through an original survey designed for this study and subsequent follow-up interviews with families, the researcher aimed to address two main questions: (1) What factors influence families in selecting one school over another? (2) Does consistent school marketing communication positively impact enrollment numbers? The study's findings confirmed the hypothesis that many families base enrollment decisions on the convenience of the home district and the availability of athletic and extracurricular activities. Additionally, it introduced the significance of positive and caring relationships between students and staff as an influential factor. Although this district did not experience an enrollment increase despite implementing a consistent school marketing communication plan, the research revealed an overall lack of adherence to the marketing communications strategy.

English

ISBN: 9798382584263Subjects--Topical Terms:

2191387
Education policy.
Subjects--Index Terms:

Enrollment decisions

Do They Even Know We Are Here? The Impact of Marketing on School Choice /
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500 $a Source: Dissertations Abstracts International, Volume: 85-11, Section: A.
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520 $a This mixed-method action research study was prompted by the heightened competition faced by public K-12 schools for both students and the accompanying funding. This funding is crucial for adequately staffing schools and providing educational programs, athletics, and extracurricular activities. Traditional schools now find themselves amidst various options, including private, charter, and online schools, along with an increasing number of families choosing homeschooling. Through an original survey designed for this study and subsequent follow-up interviews with families, the researcher aimed to address two main questions: (1) What factors influence families in selecting one school over another? (2) Does consistent school marketing communication positively impact enrollment numbers? The study's findings confirmed the hypothesis that many families base enrollment decisions on the convenience of the home district and the availability of athletic and extracurricular activities. Additionally, it introduced the significance of positive and caring relationships between students and staff as an influential factor. Although this district did not experience an enrollment increase despite implementing a consistent school marketing communication plan, the research revealed an overall lack of adherence to the marketing communications strategy.
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590 $a School code: 0519
650 4 $a Education policy. $3 2191387
650 4 $a Curriculum development. $3 684418
650 4 $a Communication. $3 524709
650 4 $a Education finance. $3 3172165
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653 $a Funding
653 $a Marketing communications strategy
653 $a School choice
653 $a Student-staff relationships
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690 $a 0727
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720 1 $a Piazza, Angela $e degree supervisor.
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791 $a Ed.D.
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