However, the Confederation of British Industry (CBI) has made a really good effort to turn things around. Its 'First Steps' report is based on extensive research and makes a number of valid suggestions for reforming education.
Those marketing schools would be advised to turn first to pages 37-43 - the chapter 'Laying Foundations with Parents and Communities is crucial'. Schools that reach out to their communities are seen to be successful - the following is taken from a case study in the report, of a school that had moved from 'satisfactory' to 'outstanding'.
'A key part of achieving this transformation has been actively reaching out to parents and the local community, involving them at every opportunity and demonstrating their role in the school’s success.'
The CBI is advocating the marketing approach taken by strong and successful businesses - not the 'marketing' of pushy adverts, but true marketing that involves listening to communities (perhaps by holding focus groups?), finding and telling stories, and building long-term relationships!
Read the report and share your views by commenting!