Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study
In Dubai’s competitive environment, private schools must implement effective marketing strategies to attract and retain students. Using the 7 Ps marketing mix framework (Product, Price, Place, Promotion, People, Process and Physical Evidence), this study will investigate the alignment between market...
محفوظ في:
| المؤلف الرئيسي: | |
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| منشور في: |
2025
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://bspace.buid.ac.ae/handle/1234/3351 |
| الوسوم: |
إضافة وسم
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| _version_ | 1862980617753329664 |
|---|---|
| author | ABU LUGHOD, RAWAN |
| author_facet | ABU LUGHOD, RAWAN |
| author_role | author |
| dc.contributor.none.fl_str_mv | Dr Emad Ayyash |
| dc.creator.none.fl_str_mv | ABU LUGHOD, RAWAN |
| dc.date.none.fl_str_mv | 2025-11-20T11:00:51Z 2025-03 |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | 22001521 https://bspace.buid.ac.ae/handle/1234/3351 |
| dc.language.none.fl_str_mv | en |
| dc.publisher.none.fl_str_mv | The British University in Dubai (BUiD) |
| dc.subject.none.fl_str_mv | school marketing strategies 7 Ps framework private schools parental decision-making teacher quality curriculum relevance digital marketing extracurricular activities market positioning Dubai education sector |
| dc.title.none.fl_str_mv | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| dc.type.none.fl_str_mv | Dissertation |
| description | In Dubai’s competitive environment, private schools must implement effective marketing strategies to attract and retain students. Using the 7 Ps marketing mix framework (Product, Price, Place, Promotion, People, Process and Physical Evidence), this study will investigate the alignment between marketing strategies implemented by school leaders and parents’ expectations. Using a mixed-methods approach, qualitative interviews with school marketing officials in addition to parent quantitative surveys were included. Results show that while school leaders’ main marketing tool is digital marketing and brand reputation, parents give teacher quality, curriculum relevance and safe environment top importance. The research emphasises the importance of a comprehensive and holistic marketing plan combining institutional goals with family expectations. Suggestions call for better extracurricular activities, matching promotional initiatives with parental tastes and raising instructor credentials. The results contribute to the body of knowledge on school marketing and offer practical advice for learning environments trying to improve their market orientation. |
| id | budr_a7a186c92c27dee17ec02582548bd29a |
| identifier_str_mv | 22001521 |
| language_invalid_str_mv | en |
| network_acronym_str | budr |
| network_name_str | The British University in Dubai repository |
| oai_identifier_str | oai:bspace.buid.ac.ae:1234/3351 |
| publishDate | 2025 |
| publisher.none.fl_str_mv | The British University in Dubai (BUiD) |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case StudyABU LUGHOD, RAWANschool marketing strategies7 Ps frameworkprivate schoolsparental decision-makingteacher qualitycurriculum relevancedigital marketingextracurricular activitiesmarket positioningDubai education sectorIn Dubai’s competitive environment, private schools must implement effective marketing strategies to attract and retain students. Using the 7 Ps marketing mix framework (Product, Price, Place, Promotion, People, Process and Physical Evidence), this study will investigate the alignment between marketing strategies implemented by school leaders and parents’ expectations. Using a mixed-methods approach, qualitative interviews with school marketing officials in addition to parent quantitative surveys were included. Results show that while school leaders’ main marketing tool is digital marketing and brand reputation, parents give teacher quality, curriculum relevance and safe environment top importance. The research emphasises the importance of a comprehensive and holistic marketing plan combining institutional goals with family expectations. Suggestions call for better extracurricular activities, matching promotional initiatives with parental tastes and raising instructor credentials. The results contribute to the body of knowledge on school marketing and offer practical advice for learning environments trying to improve their market orientation.The British University in Dubai (BUiD)Dr Emad Ayyash2025-11-20T11:00:51Z2025-03Dissertationapplication/pdf22001521https://bspace.buid.ac.ae/handle/1234/3351enoai:bspace.buid.ac.ae:1234/33512025-11-20T11:01:36Z |
| spellingShingle | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study ABU LUGHOD, RAWAN school marketing strategies 7 Ps framework private schools parental decision-making teacher quality curriculum relevance digital marketing extracurricular activities market positioning Dubai education sector |
| title | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| title_full | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| title_fullStr | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| title_full_unstemmed | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| title_short | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| title_sort | Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study |
| topic | school marketing strategies 7 Ps framework private schools parental decision-making teacher quality curriculum relevance digital marketing extracurricular activities market positioning Dubai education sector |
| url | https://bspace.buid.ac.ae/handle/1234/3351 |