 Cadrage et caractéristiques de la marque scolaire: Ethnographie des collèges publicsLisa d'Argenlieu
Post-Print from HAL Abstract: The marketing of the educational domain is taboo (Oplatka & Hemsley-Brown, 2012), particularly in the public sector. However, research on public sector branding has increased in recent decades, presenting multiple interests for this sector, whether in a competitive situation or not (Gromark & Melin, 2013; Ouazan et al., 2013; Temporal, 2015; Wæraas, 2008). The school sector is particularly interesting because of its competitive nature in some areas, non-competitive in others and its tensions. Its history pushes towards homogeneity in order to ensure a common core and equal opportunities whereas modern values encourage education personalization. For this ethnography, data collection gather interviews with multiples stakeholders, press data analysis, on-site observation through the shadowing method. This research proposes three scales of school branding, the role of stakeholders in school branding and its characteristics. Keywords: marketing scolaire; marque publique; ethnographie; engagement des parties prenantes (search for similar items in EconPapers) Published in 22èmes Journées Normandes de Recherche sur la Consommation (JNRC), Nov 2023, Cherbourg, France There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05444731 Access Statistics for this paper More papers in Post-Print from HAL |
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