chapter  13
Marketing the school as an educational institution
ByLynton Gray
Pages 12

Marketing is a central management task in any organization. Every school benefits from the careful examination of the needs of its clients and customers, and from the resulting efforts to meet those needs more precisely. Services such as the education service are particularly vulnerable when they fail to listen to their customers, and schools need to reflect upon their relationships with both their customers and those who sponsor them, starting from the recognition that those who use their services are customers with needs, rights and expectations.