The emergence of the marketing professional in schools

Abstract

The marketisation of schools has emerged as a defining feature of the education landscape. While the role of principals and lead teachers in carrying out marketing work was investigated in the late 1990s, there has been scant evidence of how the people and practices of marketing in schools have evolved into the twenty-first century. Expanding on existing literature on educational marketing practices in schools, and through in-depth interviews with a unique sample of school marketers, this study explores the emergence of the school marketing professional. The interviews reveal the diverse backgrounds and experiences of these individuals, the transfer of their business skills into schools and the tensions in professional boundaries with educators who traditionally performed school marketing activities. Ultimately, the study furthers insights into the co-existence of educational and managerial agendas in the schools market.     

What can age by grade tell us about education in Australia?

The education systems in the States and Territories of Australia are analyzed using age by grade (Year) tables produced by the Australian Bureau of Statistics from the 1 July returns from government and nongovernment schools. The demographic patterns of 8-year-olds at Year levels show that the system of promotion through school and the rates of retention in the early years differ by State and Territory. The factors producing these variations are explored. Indigenous/non-indigenous differences in school progress are uneven across States and Territories and there are small differences favoring girls. Policy implications for the findings are discussed.     

Advancing text-analysis to tap into the student voice: a proof-of-concept study

Abstract

Student evaluations of teaching and courses (SETs) are part of the fabric of tertiary education and quantitative ratings derived from SETs are highly valued by tertiary institutions. However, many staff do not engage meaningfully with SETs, especially if the process of analysing student feedback is cumbersome or time-consuming. To address this issue, we describe a proof-of-concept study to automate aspects of analysing student free text responses to questions. Using Quantext text analysis software, we summarise and categorise student free text responses to two questions posed as part of a larger research project which explored student perceptions of SETs. We compare human analysis of student responses with automated methods and identify some key reasons why students do not complete SETs. We conclude that the text analytic tools in Quantext have an important role in assisting teaching staff with the rigorous analysis and interpretation of SETs and that keeping teachers and students at the centre of the evaluation process is key.     

Learning by Giving: A Quasi-Experimental Study of Student Philanthropy in Criminal Justice Education

Student philanthropy is a teaching strategy that “provides students with the opportunity to study social problems and nonprofit organizations, and then make decisions about investing funds in them.” This represents the first study of student philanthropy in the criminal justice education literature and the first quasi-experimental study of student philanthropy in the higher-education literature. Specifically, it examines the impact of student philanthropy on students' beliefs, interest, learning, and intended behavior by analyzing pretest and posttest data for students who participated in a philanthropy experience (experimental group), relative to students who did not participate (comparison group). Key findings include: those who participated in the student philanthropy project were significantly more likely to be aware of organizations in their community, and change scores support the differences between the experimental and comparison groups regarding social problem awareness.     

Year 3 student career choices: Exploring societal changes in constructions of masculinity and femininity in career choice justifications

This article reports on a survey of 332 Year 3 students from 14 Australian schools. We are interested in exploring Year 3 primary school student aspirations and what this data shows us about any societal changes, or not. This study is timely as it reports on contemporary data within an Australian educational context marked by significant investment in improving equitable gendered participation, particularly for girls entering STEM. Drawing on conceptions of masculinities and femininities as social constructions, we report on the participants’ desired occupations and explore their justifications for such choices. The top three occupations for boys included careers in professional sports, STEM-related jobs and policing/defence. Girls reported wanting to be teachers, veterinarians or to work in the arts as their top choices. As part of our exploration, we found issues of money and power—traditionally coded masculine—and conceptions of love and care—traditionally coded feminine—ingrained in boys’ and girls’ justifications for their desired trajectories. Findings are significant for illustrating how traditional constructions of gender are ingrained in career choices in the early years of primary school and how policy agendas to widen participation need to start early in life.     

Preventing retention: First grade classroom instruction and student characteristics

Retention is a frequently used strategy to support children who are struggling academically. However, the strategy is costly, and research findings with regard to positive outcomes are mixed. This study examined whether efficacious reading instruction might reduce rates of retention in first grade. We also evaluated the reading instruction the students received compared with children with similar reading and vocabulary skills who were not retained. Additionally, we examined the impact students' self‐regulation may have on grade retention. Findings reveal that it was significantly less likely for students to be retained at the end of first grade if their teacher was implementing more efficacious reading instruction. Moreover, there were substantial differences in the literacy instruction provided for children who were and were not retained. Finally, students in the efficacious reading condition who were retained exhibited significantly weaker self‐regulation skills than did their matched‐promoted peers. © 2012 Wiley Periodicals, Inc.     

Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty

Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context.