Abstract
This study investigated public-school superintendents' perceptions of the challenges and issues associated with implementing strategic marketing plans in the state of Texas. Guided interviews were conducted to determine the role of strategic marketing along with strategies and outcomes experienced because of past marketing efforts in Texas schools. Results indicated that school superintendents wanted and needed to know considerably more about strategic marketing in public schools. Superintendents also expressed strong desires to participate in and engage with marketing behaviors that were increasingly perceived as critical for communication and for maintaining and growing respective school districts. The study also identified strategies to repeat and strategies to discontinue. Professional development was identified as a major need for superintendents and other school personnel within the area of strategic marketing.
Recommended Citation
Larkin, Tanya; Faulk, Neil; Msengi, Clementine; Welch, Brett C.; and Harvey, Thomas
(2026)
"Marketing in Public Education: Proven Strategies and Common Implementation Barriers,"
Journal of Research Initiatives: Vol. 9:
Iss.
2, Article 5.
Available at:
https://digitalcommons.uncfsu.edu/jri/vol9/iss2/5
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