Le marketing scolaire: Quel impact sur le bien-être des élèves ?

Lisa Lucas Sohet and Valérie Guillard
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Lisa Lucas Sohet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: The use of school marketing is not well perceived, especially by staff (Oplatka & Hemsley-Brown, 2012). This marketing is seen as a means of reducing social diversity and a misappropriation of resources that should be used for the school students. Thus, schools do not advocate for the activation of marketing. However, parents can bypass the school map or send their children to private schools. Thus, schools work on their image and seek to distinguish themselves to avoid the flight of advantaged families hence maintaining a certain diversity or offer courses adapted to specific students. Through fourteen interviews with parents in the Parisian area, this study explores the perceived impacts on their children's well-being of the activation of school marketing.

Keywords: marketing scolaire; Bien-être; Socialisation du consommateur; TCR (search for similar items in EconPapers)
Date: 2022-11
Note: View the original document on HAL open archive server: https://hal.science/hal-03952766v1
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Published in 5e Journée Interdisciplinaire de Recherche sur les Décisions des Consommateurs, Nov 2022, Paris, France. pp.9

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