Research note: marketing awareness in UK primary schools

Abstract

UK primary schools now operate in a competitive environment, with successful recruitment of children being critical to their ability to survive. A sample of primary schools from Staffordshire was questioned about marketing activity that took place within. It was found that whilst most recognised the importance of recruitment, few had any idea about planned and structured marketing activity. If those who manage schools can gain marketing skills and knowledge, they could well give their schools a clear competitive advantage in the future.