Your Cart

• Log in

• Related Products
• Parent
  • • The International Journal of Learning
• Associated
  • • Realising the Educational Potential of Student Tours
  • • Fostering an Action Research Project to Promote Family Learning in a New Zealand Primary School
  • • Mediating Thought
  • • Learning Process and Transmission of Folk Wisdom in Pottery Making in Nonthaburi, Thailand
  • • Accounting for the Potential of a Reflective Practice Framework to Enhance Environmental Management in South African Local Government
  • • Understanding the Impact that Principled Formative Feedback has on First Year Students’ Writing: Is it Useable or Not?
  • • Peer Engagement in Learning Democracy
  • • The Relationship between Learners’ Achievement in Arabic and Personality
  • • Phishing
  • • Beyond Peer Review: Investigating Practitioner Perceptions of Teaching Observations Undertaken by Academic Developers
  • More →

The Education Market: Responding to Perceptions Influencing School Choice

By Marie Pamela Wood.

Published by The International Journal of Learning

In today’s competitive education market, where students and families are less inclined to loyalty and tradition, there are high expectations upon schools to respond rapidly and effectively to their potentially expanding communities’ needs and wants. Constant pressure from rising competition for enrolments is absorbing increased resources and demanding new expertise. Significant to each school’s response is an understanding of the “education consumers’” perceptions and behaviours in the decision making process of choosing a school.

A longitudinal study investigating the nature of school choice and possible strategic responses is currently being undertaken across country and city areas of South Australia within Catholic communities. This paper describes the initial findings of the research, based on the perceptions and behaviours of parents/caregivers in choosing a child’s school.

Responding to aspects of the research respondents’ feedback, as well as the contexts of the schools, it presents marketing and communication strategies to address the issues presented.

The International Journal of Learning, Volume 14, Issue 8, pp.125-132. Article: Print (Spiral Bound). Article: Electronic (PDF File; 553.701KB).

Marie Pamela Wood

Senior Education Advisor, Marketing & Communications, Catholic Education South Australia, Adelaide, AUSTRALIA