Educational providers in the marketplace: Schools’ marketing responses in Chile

Zancajo, A. (2018) Educational providers in the marketplace: Schools’ marketing responses in Chile. International Journal of Educational Research, 88, pp. 166-176. (doi: 10.1016/j.ijer.2017.10.009)

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Abstract

This paper proposes a framework for analysing the responses of educational providers in competitive contexts. The evidence presented is based on empirical research carried out in one Chilean municipality. The objective of the paper is to analyse the responses developed by the schools with which to position themselves in the Chilean education market. The results show how the schools’ external communication is related to a range of factors such as their perception of competition, their position in the local hierarchy and the characteristics of the local market, as well as the symbolic attributes oriented toward positioning themselves within the market. Different schools’ typologies were identified with regard to marketing strategies in terms of the form and intensity they took on.

Item Type:Articles
Additional Information:The research presented in this article has been supported by the projects “Public-Private Partnerships in Educational Governance: An Analysis of ItsDissemination, Implementation and Impact in a Globalizing World” (EDUPARTNER, Ref. GA-2012-322350, EU Program “PEOPLE”) and “Cuasi-mercados eneducación en América Latina: Un análisis de su implementación e impacto sobre la desigualdad y la pobreza” (EDUMERCAL, Ref. CSO2011-22697, Spanish Ministry ofEducation).
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Zancajo, Dr Adrian
Authors: Zancajo, A.
College/School:College of Social Sciences > School of Education > Robert Owen Centre
Journal Name:International Journal of Educational Research
Publisher:Elsevier
ISSN:0883-0355
ISSN (Online):1873-538X
Published Online:14 November 2017

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