Citation

School Brand Management: The Policies, Practices, and Perceptions of Branding and Marketing in New York City’s Public High Schools

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Abstract:

Over the past 20 years, market-based choice initiatives have become a popular approach to education reform. Since 2002, the New York City Department of Education has opened over 250 high schools, creating a marketplace so widespread that many students no longer have a zoned or neighborhood school. This paper uses two New York City-based case studies to examine branding and marketing practices at new small schools. It explores how and to whom schools market themselves and the nature and type of information provided to students and parents. This paper raises important questions about the increased presence of marketing practices in schools and the implications thereof for school leaders and for the organizations that prepare them

Most Common Document Word Stems:

school (108), brand (47), market (44), new (36), educ (23), student (22), york (19), choic (18), parent (18), high (18), citi (16), public (16), name (15), partner (15), practic (14), studi (14), small (13), use (11), organ (10), make (9), interview (9),
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Association:
Name: UCEA Annual Convention
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http://www.ucea.org


Citation:
URL: http://citation.allacademic.com/meta/p523504_index.html
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MLA Citation:

DiMartino, Catherine. and Jessen, Sarah. "School Brand Management: The Policies, Practices, and Perceptions of Branding and Marketing in New York City’s Public High Schools" Paper presented at the annual meeting of the UCEA Annual Convention, Westin Pittsburgh, Pittsburgh, PA, Nov 16, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p523504_index.html>

APA Citation:

DiMartino, C. C. and Jessen, S. B. , 2011-11-16 "School Brand Management: The Policies, Practices, and Perceptions of Branding and Marketing in New York City’s Public High Schools" Paper presented at the annual meeting of the UCEA Annual Convention, Westin Pittsburgh, Pittsburgh, PA Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p523504_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Over the past 20 years, market-based choice initiatives have become a popular approach to education reform. Since 2002, the New York City Department of Education has opened over 250 high schools, creating a marketplace so widespread that many students no longer have a zoned or neighborhood school. This paper uses two New York City-based case studies to examine branding and marketing practices at new small schools. It explores how and to whom schools market themselves and the nature and type of information provided to students and parents. This paper raises important questions about the increased presence of marketing practices in schools and the implications thereof for school leaders and for the organizations that prepare them


Similar Titles:
Examining the Choice Processes of Families in New York City's Mandatory Public High School Choice System

Educational Equality for Gifted Students: An Egalitarian Critique of Admission to New York City's Specialized High Schools

Endless navigation: Latin American immigrant parents and the New York City high school admissions process


 
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