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Marketing in School: Identifying Characteristics and Indicators in School Selection | ||
| School Administration | ||
| مقاله 3، دوره 13، شماره 2، مهر 2025، صفحه 35-44 اصل مقاله (349.05 K) | ||
| نوع مقاله: Qualitative Research Paper | ||
| شناسه دیجیتال (DOI): 10.22034/jsa.2025.142567.2552 | ||
| نویسندگان | ||
| Mohammad Aidi* ؛ Parastoo Ghasemian | ||
| Department of Management, Faculty of Literature and Humanities, Ilam University, Ilam, Iran | ||
| چکیده | ||
| In recent years, the intensification of competition among schools—particularly in the non-governmental (private) sector—has significantly heightened the importance of educational marketing and the determinants influencing school selection by families. This growing emphasis underscores the strategic role of marketing practices within educational institutions. The present study aims to identify key indicators and attributes influencing school choice from the perspective of academic literature. This qualitative research employed a summative content analysis approach. The study population comprised ten peer-reviewed domestic and international scholarly articles published in the domains of educational marketing, school choice, and educational management, which were selected through purposive sampling. Data were collected through a systematic literature review and analyzed via qualitative content analysis involving coding, categorization, and abstraction. The findings revealed nine core components as the principal criteria considered by students and their parents in school selection: quality of education, infrastructure and facilities, temporal and spatial proximity to the school, financial costs, academic reputation, curriculum modernity, institutional credibility, developmental services, and positive feedback. | ||
| کلیدواژه‌ها | ||
| School Marketing؛ School Choice؛ School Selection Indicators؛ Student Attraction؛ Student Retention | ||
| مراجع | ||
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Aidi, M., Bazdar, S., & Vahidzadeh, H. (2024). Investigating the effective marketing education strategies in attracting students in private schools. Research in Teaching, 12(1), 79–105. [https://doi.org/10.22034/trj.2024.140001.1900](https://doi.org/10.22034/trj.2024.140001.1900)\[in Persian]
Bozorginejad, K., Zarei, R., Amirianzadeh, M., & Khayer, M. (2020). Identification of components and indicators of non-governmental schools ranking from the perspective of strategic factors. School Administration, 8 (1), 396–415. [https://doi.org/10.34785/J010.2020.860](https://doi.org/10.34785/J010.2020.860) \[in Persian]
Bozorginezhad, K., & Zarei, R. (2019). Investigating the point of view of high school students about the socio-educational criteria to choose a nongovernmental school. Quarterly Journal of Woman and Society, 10(40), 245–260. \[in Persian]
Dinari, S., & Andishmand, V. (2019). The role of educational marketing in the organization of education. Journal of New Research Approaches in Management and Accounting, 10(3), 63–74. \[in Persian]
Farhadi Rad, H., Elhampoor, H., & Doosti, D. (2018). Modernization in school choice mechanisms: An investigation into school choice criteria of high school students. School Administration, 6(1), 169–188. \[in Persian]
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Imani, M. T., & Mohammadi, F. (2012). Identifying the features of high schools and the flexibility of high schools in Tehran. Quarterly Journal of Educational Management Research, (12), 71–106. \[in Persian]
Kitasawad, K. (2013). An investigation of factors affecting high school student’s choice of university in Thailand (Unpublished doctoral dissertation). University of Wollongong, Australia.
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Mosleh, M., & Rezaei Fard, B. (2023). Factors affecting educational marketing in non-profit schools in Tehran. A New Approach to Children’s Education Quarterly, 5(2), 138–146. [https://doi.org/10.22034/naes.2023.171903](https://doi.org/10.22034/naes.2023.171903) \[in Persian]
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Shokri, A. (2015). An investigation into Tehranian families’ viewpoint to choose public/nonprofit schools. In Proceedings of the second conference of sustainable development in psychology, education, social and cultural studies (pp. 188–195). Tehran, Iran. \[in Persian]
Zakeri, T. (2016). Choice theory application in high schools: Teachers’ viewpoints (Unpublished master’s thesis). Alzahra University, Iran. \[in Persian] | ||
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