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Marketing in the Hellenic private secondary education during the recession
[journal article]
Abstract The purpose of this research, is to investigate whether, during the economic crisis, various private secondary-education organizations in Greece including secondary tutorial schools, private schools, foreign language centers, special course delivery services (private tutorial schools) and study cent... view more
The purpose of this research, is to investigate whether, during the economic crisis, various private secondary-education organizations in Greece including secondary tutorial schools, private schools, foreign language centers, special course delivery services (private tutorial schools) and study centers, develop and pursue a marketing strategy. Other points covered include demographics, characteristics of organisations, specific strategy focus, amount spent on such strategy and possible changes on both academic and financial level. Possible correlations between specific marketing actions and results were calculated. The statistical analysis of the data, showed that the implementation of a marketing plan (and the amount invested on this project) positively affect students' academic performance, new enrollments, organizations’ earnings and recruitment of new scientific staff. Twenty close-ended questionnaires were used to collect the data. During research period, many private schools had ceased their duties because of summer holiday time. As a result, a small number of the data was collected from these schools and it will not be possible to generalize any results for the ones.... view less
Keywords
secondary education; private school; Greece; education system; marketing
Classification
Special Types of Education/Schools
Free Keywords
educational organizations; academic performance
Document language
English
Publication Year
2018
Page/Pages
p. 3-8
Journal
Journal of Contemporary Education Theory & Research, 2 (2018) 2
DOI
https://doi.org/10.5281/zenodo.3598486
ISSN
2654-0274
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0