engleski

Marketing and Management Knowledge – Is it Necessary to Managing a School?

In today’ s competitive environment, marketing and management knowledge become crucial for any organization that wants to be and stay successful in business. However, literature review have shown that many schools are run by principals who do not have proper marketing and management knowledge and that lot of them have some sort of dourness toward that kind of knowledge. The research objectives were to investigate difference between schools which are run by principals that have background (formal or informal) in marketing and management from those that do not have it in their relations with school’ s key stakeholders and their level of satisfaction ; and also in level of school’ s successfulness in the process of adopting legislative, cultural, economic etc., changes. Conclusion is that schools where principals have marketing and management knowledge are more market oriented, while those where principals do not have it are more bureaucracy oriented. Therefore, there is a substantial need that person applying for school principal position has marketing and management knowledge and because of that we will propose serious of workshops that can help principals in their skills to managing a school the market way.

School principals; marketing and management knowledge; market orientation.

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