UNDERSTANDING THE RELEVANCE OF MARKETING FOR MALAYSIAN SCHOOLS

Abstract

Education is a basic need that every individual must own to survive in today’s society. However, the specific type of education a person requires may be different. Hence, school must meet the needs and wants of parents and students, and in a wider scope the government, industry and society. It should be stressed that marketing is not simply about selling, promotion or advertising. Marketing is a holistic management process which includes mission, strategies and operations in which the whole ethos and purpose of the organization is focused on the needs and wants of its clients, partners, customers and stakeholders. The concept of marketing for school has been introduced throughout the 1980s and 1990s. However, it is not been extensively introduced and studied in Malaysia context. Thus, it is the aim of this paper to give some thought and understanding about the concept of marketing for school. The paper discusses about the interpretations and perceptions about marketing in school, and introduces the concept of marketing mix/tactics and market orientation. It is hoped school leaders in Malaysia understand the concept of marketing and how it operates, therefore could incorporate it as part of school culture.