The research on school marketing: Current issues and future directions

Izhar Oplatka, Jane Hemsley-Brown

Research output: Contribution to journalArticlepeer-review


This review provides a synthesis of the scholarship that has sought to expand the understanding of educational marketing practice in schools. The following research questions guided this review. What are the common themes and characteristics that emerge from research about marketing in schools? What remains underdeveloped in the characterization of the school marketing and what are the topics for future research? Based on 25 studies identified as pertinent to the current review the topics of: marketing perceptions, marketing planning, marketing strategies and promotion are discussed. The paper concludes by providing an analysis of the limitations of the current research and discussing future directions for research on school marketing.

Original languageEnglish
Pages (from-to)375-400
Number of pages26
JournalJournal of Educational Administration
Issue number3
StatePublished - Jun 2004
Externally publishedYes


  • Education
  • Marketing policy
  • Public relations
  • Schools


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