Transformation through Marketing: A Case of a Secondary School in South Africa

Tom Bisschoff (University of Birmingham, UK) and Christopher Rhodes (University of Birmingham, UK)
Copyright: © 2011 |Pages: 272
EISBN13: 9781613503782|DOI: 10.4018/978-1-60960-599-5.ch016
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A historically white school in a city setting in South Africa is faced with the demand from a newly democratically elected government to transform and become an agent of change in making its pupil profile more representative of the demographics of the country as a whole. This demand is driven by significant national contextual change from a position where schools had an allocated catchment based upon geographical area and ethnic group (before 1994) to a market oriented approach where every school must compete for pupil recruitment to ensure survival whilst also adhering to the government requirement to demonstrate a willingness to change existing mono-cultural pupil profiles to multi ethnic profiles and establish non-sexism and non-racialism as the dominating culture.
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