The Marketing Practices of Private Schools Leaders in Selected School Districts in Saudi Arabia

Abstract

This study aimed to investigate the perceptions of private school leaders regarding their practices on school marketing. In order to achieve the purpose of this study, the following questions were answered: (1) how do private school leaders perceive their school marketing practices? and (2) do private school leaders differ in their perceptions of school marketing practices based on their gender, levels of education, and administrative experience? To conduct this study, the descriptive research model was applied. The population of this study included all private school leaders in two-selected school districts in Saudi Arabia. The questionnaire was a data collection instrument of this study, which consisted of 31 items that focus on marketing practices. The data were collected during the school year of 2016-2017. Descriptive and inferential statistics have been applied to analyze the data. The findings of this study revealed that the overall mean score for perception of private school leaders regarding marketing practices was classified as usually occurs.  The findings revealed that there were not any statistically significant differences between groups based on gender, levels of education, and administrative experience regarding their perceptions of school marketing practices. The study concluded with some suggestions and recommendations for private school leaders to be successful in marketing practice.

Keywords: school leadership, school leader, school marketing.