Applying the Marketing Concept to School Management in Zimbabwe

Abstract

This conceptual paper examines the application of the marketing concept to school educational management. It views the school system as a business, interacting with both external and internal customers as its primary constituents. It seeks to highlight the ways in which an education institution can operate at higher efficiency by adapting the marketing concept. By applying traditional marketing concepts, this paper addresses the ways in which a school satisfies its students. At a time when school fees is at an all-time high in Zimbabwe, it is important for schools to re-think their value proposition and to re-assess whether they are adequately preparing their students with the skills and confidence to enter higher education and the workplace. It is important for them to approach this problem from the perspective of the students.

Keywords: marketing concept, school management, customers, students, business