Marketing Culture in Educational Organizations

Abstract

Over the last decades, national education systems worldwide have been developing strategies and tools with a view to making schools responsive and proactive in rapidly changing and unstable environments. One of the motivation toolsare the mechanisms that steer schools toward market behavior. For this reason, schools should develop a different, marketing culture. The question, however, is whether said schools have developed the marketing culture and how we can asses it. The purpose of this paper is primarily to present the features of the marketing culture in general, secondly, to consider the indicators of the marketing culture and, thirdly, to discuss the findings of the quantitativet study that we conducted in the period from January to May 2006.