Use of Technology as a Marketing Tool in Schools: A Case Study
PROCEEDINGS
Burçak Çagla Garipagaoglu, Bahçesehir University, Turkey ; Sinem Vatanartiran, Sirin Karadeniz, Bahcesehir University, Turkey
Society for Information Technology & Teacher Education International Conference, in New Orleans, Louisiana, United States ISBN 978-1-939797-02-5 Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC USA
Abstract
The purpose of the study is to explore how marketing strategies have differed for the last 5 years regarding the rapid diffusion of technology in K-12 schools. Investment in educational technology has been increased dramatically over the past 5 years. Different emerging educational technologies have been used to enhance student learning. There is great a body of research on effective use of technology within the classroom. However, limited experience has been revealed about how to use technology innovatively to communicate with the public, especially within the marketing context. In order to understand how schools have changed their marketing strategies with the innovative use of technology, a case study was carried out in a private school in Turkey. The management team that has been working for the last 5 years was interviewed by using a semi-structured interview guideline. The data was analyzed by using content analysis. The results of the study offer an insight about how technology can be used for marketing of the schools as a differentiation tool.
Citation
Garipagaoglu, B.Ç., Vatanartiran, S. & Karadeniz, S. (2013). Use of Technology as a Marketing Tool in Schools: A Case Study. In R. McBride & M. Searson (Eds.), Proceedings of SITE 2013--Society for Information Technology & Teacher Education International Conference (pp. 3886-3891). New Orleans, Louisiana, United States: Association for the Advancement of Computing in Education (AACE). Retrieved March 19, 2024 from https://www.learntechlib.org/primary/p/48722/.
References
View References & Citations Map- Connor, M. (2004). Maximizing marketing to advance your school’s mission. Retrieved from https://www.blackbaud.com/files/resources/downloads/WhitePaper_SchoolMarketing.pdf
- Daft, R.L. (2007). Understanding the theory and design of organizations. Australia: Thomson/South-Western.
- Gall, M.D., Gall, J.P., & Borg, W.R. (2007). Educational research: An introduction. Boston: Pearson Education.
- Hemsley-Brown, J. & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic Review of the literature on higher education marketing. International Journal of Public Sector Management.19, 316-338.
- Leverick, F., Littler D., Wilson, D., & Bruce, M. (1997). The role of IT in reshaping of marketing. Journal of Marketing Pactice: Applied Marketing Science, 3(2), 87-106.
- Spring, K. (2003). Marketing your school in the 21st century. Retrieved from https://pmswebsite.fatcow.com/teacherarticles/Spring%2CMarketing.pdf
- Wheelen, T.L. & Hunger, J.D. (2008). Strategic management& Business policy (11th Ed). NJ: Prentice-Hall Inc.-3891 DASHDASH
These references have been extracted automatically and may have some errors. Signed in users can suggest corrections to these mistakes.
Suggest Corrections to References