Positive and Negative Perceptions on School Marketing: A Case Study of three types of School in England

This study examines school leaders’ view about school marketing in three different types of school in England. Using case study approach, the schools involved are a faith school, an academy and a local authority school. Through semi structured interview with leaders in these three schools, the study revealed positive and negative perceptions about school marketing among school leaders. Some leaders view marketing narrowly, while some have a more comprehensive view about school marketing. As previous studies, similar trend was found in this study where a coherent marketing plan to understand the market was absent. Overall, the schools are market oriented in some ways but lack a competitor orientation. This study adds to our understanding about school marketing following increased decentralization in English school environment.