Use of Technology as a Marketing Tool in Schools: A Case Study
Burçak Çagla Garipagaoglu, Bahçesehir University, Turkey ; Sinem Vatanartiran, Sirin Karadeniz, Bahcesehir University, Turkey
Society for Information Technology & Teacher Education International Conference, in New Orleans, Louisiana, United States ISBN 978-1-939797-02-5 Publisher: Association for the Advancement of Computing in Education (AACE), Chesapeake, VA
The purpose of the study is to explore how marketing strategies have differed for the last 5 years regarding the rapid diffusion of technology in K-12 schools. Investment in educational technology has been increased dramatically over the past 5 years. Different emerging educational technologies have been used to enhance student learning. There is great a body of research on effective use of technology within the classroom. However, limited experience has been revealed about how to use technology innovatively to communicate with the public, especially within the marketing context. In order to understand how schools have changed their marketing strategies with the innovative use of technology, a case study was carried out in a private school in Turkey. The management team that has been working for the last 5 years was interviewed by using a semi-structured interview guideline. The data was analyzed by using content analysis. The results of the study offer an insight about how technology can be used for marketing of the schools as a differentiation tool.
Garipagaoglu, B.Ç., Vatanartiran, S. & Karadeniz, S. (2013). Use of Technology as a Marketing Tool in Schools: A Case Study. In R. McBride & M. Searson (Eds.), Proceedings of SITE 2013--Society for Information Technology & Teacher Education International Conference (pp. 3886-3891). New Orleans, Louisiana, United States: Association for the Advancement of Computing in Education (AACE).