The Education Market: Responding to Perceptions Influencing School Choice

By Marie Pamela Wood.

Published by The Learner Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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.

Keywords: Educational Marketing & Communications, School Choice, Perceptions, Decision Making

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

Marie is the Senior Education Adviser: Marketing and Communications within Catholic Education South Australia. She has thirty years experience in education including being a principal. Her work involves leading a team which offers support to new and established schools in developing and implementing their strategic plans in marketing and communications. Marie’s area of research focus is on the perceptions and behaviours of families as they undergo the decision making process for school choice.


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