Describe one example of the marketization of schools.
AQA
GCSE
2021
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Marketization of Schools: School Promotion Strategies
Introduction:
Define marketization in the context of education. Briefly outline the key arguments for and against marketization. Introduce the chosen example: schools actively promoting themselves to attract students.
School Promotion as a Marketization Strategy
Website as a Marketing Tool:
Explain how schools use websites to showcase their strengths:
- Publishing exam results and league table rankings to demonstrate academic success.
- Highlighting positive Ofsted reports and other external validations.
- Using testimonials from current students and parents.
Prospectus: Selling the School "Experience":
Discuss the role of the prospectus in attracting students and parents:
- Showcasing facilities – science labs, sports fields, performing arts spaces.
- Highlighting the range and diversity of courses offered.
- Emphasizing extracurricular activities and student support services.
Other Promotional Activities:
Briefly mention other marketing strategies employed by schools:
- Open days and evenings for prospective students and parents.
- Attending school fairs and exhibitions.
- Using social media platforms to engage with the community.
Sociological Perspectives on School Promotion
New Right Perspective:
Explain how the New Right views marketization and competition as beneficial:
- Drives up standards by encouraging schools to improve.
- Provides parents and students with greater choice and control.
Marxist Perspective:
Present the Marxist critique of marketization:
- Reproduces class inequalities – schools in affluent areas can market themselves more effectively.
- Turns education into a commodity rather than a public good.
Evaluation and Conclusion
Summarize the key arguments for and against schools promoting themselves as a marketization strategy.
Offer a balanced conclusion, acknowledging the complexities of the issue.
Consider the potential long-term impact of marketization on educational equality and the purpose of education itself.
Marketisation of Education: School Promotion and Competition
Marketisation in education refers to the process of introducing market forces, such as competition and consumer choice, into the education system. This essay will examine one prominent example of marketisation: schools actively promoting themselves to attract students.
The Rise of School Promotion
With the increasing emphasis on parental choice and school accountability, educational institutions have been compelled to adopt marketing strategies similar to those used in the business world. Schools now find themselves vying for students, recognising that their survival and success depend on attracting a sufficient number of pupils. This has led to a surge in school promotional activities aimed at presenting themselves as desirable options to parents and students alike.
Marketing Tools and Strategies
Websites: Schools utilise websites as virtual shop windows, showcasing their strengths and achievements. Examination performance, often presented in visually appealing graphs and charts, takes centre stage. Information on extracurricular activities, specialist facilities, and the school's ethos are prominently displayed to portray a well-rounded and attractive learning environment.
Prospectuses: The school prospectus has evolved into a glossy brochure, often professionally designed to highlight the school's unique selling points. High-quality photographs of facilities, smiling students engaged in various activities, and testimonials from parents and alumni are strategically employed to create a positive and aspirational image.
Open Days and Events: Schools host open days and evenings, providing prospective students and their families with the opportunity to experience the school firsthand. Guided tours, presentations by staff and students, and interactive displays aim to create a welcoming atmosphere and demonstrate the school's commitment to academic excellence and student well-being.
Impact and Critiques
The marketisation of schools through promotional activities has had a significant impact on the educational landscape. Proponents argue that it empowers parents, making schools more accountable for their performance. Schools are incentivised to improve their offerings to attract students, potentially leading to a rise in educational standards.
However, critics raise concerns about the potential for increased inequalities. Schools with more resources can afford elaborate marketing campaigns, potentially giving them an unfair advantage in attracting higher-achieving students. This could exacerbate existing social divisions and disadvantage schools in less affluent areas.
Furthermore, critics argue that the focus on marketing and competition can distort the purpose of education. Schools may prioritise activities that enhance their public image over genuine academic rigour and holistic student development.
Conclusion
The example of schools promoting themselves to attract students illustrates the significant impact of marketisation on the education system. While proponents highlight the potential benefits of increased accountability and parental choice, critics express concerns about widening inequalities and a shift in focus from educational values to market-driven priorities. A balanced approach is crucial to harness the potential benefits of marketisation while mitigating its potential drawbacks, ensuring that all students have access to a high-quality and equitable education.
Free Mark Scheme Extracts
Schools Competing for Students
Schools are increasingly promoting themselves in order to compete to attract students.
Marketing Strategies
- Publishing information on their website, such as examination performance.
- Constructing a prospectus displaying facilities and courses available at the school.