Managing internal marketing in a New Zealand language school: Some important lessons for all educational leaders

  • Stachowski A
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Abstract

In New Zealand, private language schools, although controversial, are popular for international travellers who want to study and travel simultaneously. These alternative schools are run in a business-like fashion and their educational administrators have embraced the use of marketing as part of their everyday educational management practice. Even though some authors, such as Ritchie et al. (2003), have written of marketing in education as being a growing area for research, little empirical research actually exists. In this article, the author presents a case study designed to address the lack of good examples of educational marketing practice by examining an instance of internal marketing in education. The author also provides some important lessons for all education leaders in managing internal marketing in a New Zealand language school. (Contains 2 figures.)

Author-supplied keywords

  • Internal marketing
  • Qualitative
  • School management

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