Selling Schools: Marketing and Recruitment Strategies in New Orleans

Autor/in	Jabbar, Huriya
Titel	Selling Schools: Marketing and Recruitment Strategies in New Orleans
Quelle	In: Peabody Journal of Education, 91 (2016) 1, S.4-23 (20 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0161-956X
DOI	10.1080/0161956X.2016.1119554
Schlagwörter	School Choice; Marketing; Student Recruitment; Qualitative Research; Semi Structured Interviews; Observation; Governing Boards; Meetings; Charter Schools; Enrollment; Disadvantaged Youth; Social Discrimination; Accountability; Academic Achievement; Equal Education; Educational Change; Educational Policy; Data Analysis; Competitive Selection; Admission Criteria; Louisiana + Suchen Sie Ihr Suchwort? Choice of school; Schulwahl; Qualitative Forschung; Beobachtung; Governing body; Governing bodies; Leitungsgremium; Meeting; Tagung; Charter school; Charter-Schule; Einschulung; Benachteiligter Jugendlicher; Soziale Benachteiligung; Soziale Schließung; Verantwortung; Schulleistung; Bildungsreform; Politics of education; Bildungspolitik; Auswertung; Admission; Admission procedures; Zulassungsbedingung; Zulassungsverfahren; Zulassung
Abstract	Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on qualitative interviews, observations of board meetings, and board-meeting minutes from a random sample of 30 schools in New Orleans. Findings indicate that marketing was a very common strategy. Yet even though choice policies were meant to give parents, not schools, power in selecting where their children attend school, some schools found ways to avoid enrolling disadvantaged students, often by "not" marketing. Faced with the pressure of accountability and charter renewal, these schools traded greater funding for potentially greater averages in student achievement. At the same time, some schools that were oversubscribed invested in marketing and recruitment anyway to draw less affluent parents to the school, who might not be aware of the open application and enrollment process. I discuss the implications of these marketing strategies. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01