תפיסתם של מ הלים בבתי ספר ערביים את המושג "שיווק בית ספרי", ועמדתם לגביו: הבדלים בין מ הלי על-יסודי למ הלי יסודי

Abstract

School marketing is based on the modern marketing concept, with the assumption that the acquisition of education is a rational process and a matter of choice and decision-making. Many parents choose schools in which the curriculum is best suited to their children based on their goals. The scientific literature describes three needs that arise and motivate schools marketing: Increasing students' number, improving school image and raising financial resources. The study purposes to examine the issue of school principals' attitudes towards "school marketing". The participants were 20 school principals, and the research uses a semi-structured qualitative interview tool. The results revealed that school principals are aware of the issue of "school marketing". The interviews indicated that the issue was at the top of their list of priorities, and they all said that they were directly involved in school marketing process and even oversaw the team. Nevertheless, no structured and systematic marketing plan was found among all of them, which led to the conclusion that there is a gap between their statements and their actual actions.