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AN ACTION RESEARCH ENQUIRY INTO THE MARKETING OF AN ESTABLISHED
FIRST SCHOOL IN ITS TRANSITION TO FULL PRIMARY STATUS
JOHN LOFTUS
Examined 10 Dec. 1999. University of Kingston
ABSTRACT
This thesis is based on a five year research study, in which I have looked
at my own practice as a headteacher in the marketing of a newly formed
primary school, using action research methodology. The study was undertaken
as I was aware that because of LMS formula funding, open enrolment, opting
out, SATs, league tables, OFSTED inspections, schools had been forced
into competition with each other and consequently had to market themselves.
I, as headteacher, was aware that although I would have to both operate
under and implement the above reforms in our school, I was of the opinion
that the above reforms could indeed damage education. Therefore, I looked
for a mechanism whereby I could reduce the damage which the reforms may
cause. This thesis describes how I worked within these reforms, utilising
them so as to give enhanced learning opportunities for the pupils in our
school. The research required long-term observation and reflection and
also extensive literature reviews of marketing strategies (both industrial
and educational) and primary headship. A distinctive feature of the research
is the account of the author's exploration of his educational values within
the context of external pressure to initiate the process of marketing
the case study school. As a result of my enquiry, I am able to make the
following claims about my practice:
Claim Number One. This thesis contributes to the professional knowledge-base
of education in a description and explanation of how a headteacher in
a newly formed primary school has asked, researched and answered questions
of the form 'How can I improve my own leadership and management?'.
Claim Number Two. This thesis makes an original contribution to knowledge
in an analysis of the extent to which industrial marketing strategies
were effective in the educational context of marketing a primary school.
Claim Number Three. This thesis is an original study of a headteacher
in a primary school striving to live his values in his practice so as
to maintain his integrity in the light of incessant changing education
reforms.
The Files are in Microsoft Word Format Version 6.0
Abstracts, Contents.
Chapter 1 Context and scope of the
enquiry.
Chapter 2The primary headteacher: a
review of the literature.
Chapter 3 Action research.
Chapter 4 Marketing education
Chapter 5 Can strategies used in industrial
marketing be used to market schools.
Chapter 6 My gaining an insight into
the culture which had evolved in our new primary school. Defining Educational
Knowledge: what I have learned through the Present Study.
Chapter 7 What had staff really thought
of marketing?
Chapter 8 Had my values really been
lived in my practice enabling me to cope with the marketing concept I
did not readily agree with?
Bibliography
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