Marketing in the Hellenic private secondary education during the recession

Georgios Apostolou, Achilleas Papatsimpas and Athanasios S. Gounas

MPRA Paper from University Library of Munich, Germany

Abstract: The purpose of this research, is to investigate whether, during the economic crisis, various private secondary-education organizations in Greece including secondary tutorial schools, private schools, foreign language centers, special course delivery services (private tutorial schools) and study centers, develop and pursue a marketing strategy. Other points covered include demographics, characteristics of organisations, specific strategy focus, amount spent on such strategy and possible changes on both academic and financial level. Possible correlations between specific marketing actions and results were calculated. The statistical analysis of the data, showed that the implementation of a marketing plan (and the amount invested on this project) positively affect students' academic performance, new enrollments, organizations’ earnings and recruitment of new scientific staff. Twenty close-ended questionnaires were used to collect the data. During research period, many private schools had ceased their duties because of summer holiday time. As a result, a small number of the data was collected from these schools and it will not be possible to generalize any results for the ones.

Keywords: Marketing mix; Educational Organizations; Greek secondary private education; Correlational analysis; Academic performance (search for similar items in EconPapers)
JEL-codes: I20 I21 I29 (search for similar items in EconPapers)
Date: 2018-10-19
References: View complete reference list from CitEc
Citations:

Published in Journal of Contemporary Education Theory & Research 2.2(2018): pp. 3-8

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/98622/1/MPRA_paper_98622.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:98622

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().