Marknadsföring av gymnasieskolan
En studie av kommunägda och privatägda gymnasieskolor
The authors of this paper intended to study and compare local secondary schools(municipally owned schools) and independent secondary schools(privately owned schools) in Stockholm County. The purpose oft his paper is to explore how secondary schools market themselves and whether the view and use of marketing is different between municipal and independent secondary schools. The essay is by nature multi-case study and interviews were conducted with representatives from four high schools, two municipal and two independent, one representative from Education Committee and one from Privet Schools? Association.The introduction of School reform in 1992 enabled opening of privately owned schools and empirical datas hows that before 1992 secondary schools did not have the same extent of competition and the need of marketing was not widespread, but today there is fierce competition among secondary schools. The introduction of School reform changed the conditions for the Swedish school market, greater freedom of choice led to atougherfight for the students, which in turn increases the competition between secondary schools. Marketing has become a necessary tool and schools are starting to realize the importance of marketing themselves. Starting of additional privately owned schools, although the number of students has declined shows that independent schools are taking over more and more. The growing use of the Internet has created new opportunities for both municipal and independent secondary schools to promote their education programs and the new technologies allow students greater access to information and knowledge of schools and their offerings. According to the marketer Karlsson, the independent schools have more resources than public schools, resulting in more resources for advertising and ads and also having better opportunities tore ach out to the chosen target audience than the municipal schools, which the authors also concluded in this study.