• Summary
  • Contents
  • Subject index

This book explores all the major aspects of managing external relations in schools of all phases, as well as in colleges. The authors use empirical research evidence to analyze how schools and colleges can manage external relations to achieve productive and supportive relationships with their communities. They explore how a responsive philosophy and appropriate marketing can be adopted in order to ensure continuous development.

Strategy, External Relations and Marketing
Strategy, external relations and marketing
Marketisation and the Growth of External Relations Management

Schools and colleges have always interacted with their external environments in both pro-active and reactive ways. Until the 1990s, however, educational institutions were emphatically ‘domesticated’ environments (Carlson, 1975) protected from the impact of market forces – funding was guaranteed, catchment areas were delimited and protected, and their quality of education/training was not linked to funding in any explicit way. Building an external relations component into institutional planning or strategy was simply a matter for professional judgement, and its presence or absence depended on the management's view of what the proper relationship was with external stakeholders. Political and social change, however, embedded in a commitment to the ideology of the ...

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