a) Marketing might be vital to an organisation such as WHSG for several reasons, including:
• The need to be a focus for the right kind of students to the school (there are rival schools in close proximity)
• exact marketing is required to attract the most academically terrific students (WHSG is a selective grammar school); thus effective marketing will reduce/prevent those unsuitable from applying
• To inform key stakeholders (such as the local community and parents) about school achievements
• Marketing can help to improve the school's market standing and its public relations
• To enhance or maintain its image and reputation, i.e. to uphold its reputation of excellence
• To attract donations and/or sponsorship deals to increase school finance
• Any other appropriate factor b) People are vital in the marketing of schools. In this case, it is most likely to refer to the support staff and teachers of the school. The functions mentioned in the case study suggest that teachers and other members of staff need to portray a fitting image (such as the qualifications and quality of the staff), in line with the organisation's civilization and objectives.
The physical evidence (the facilities and buildings) of a school is also important to its marketing. Parents (the customers) are unlikely to want to send their children to schools that lack enough facilities. Schools with sufficient space, ICT equipment and other resources are more likely to be promoted successfully. certainly, the physical environment of a school can have a direct impact on customer perceptions of the quality of learning and teaching in the school.
Processes in schools are also essential to their success. Procedures such as entrance exam administration and communication links with parents will affect the general level of customer service. The quality of delivery in learning and teaching will also obviously affect the level of customer satisfaction. Other processes might include: the school's entrance exams (for selecting students), information evenings for parents, music concerts, charity events and drama productions.
There have to be consideration of all three P's for full marks. Award up to 4 marks if only two of the three P's are covered.