Journal article Open Access

Marketing in the Hellenic private secondary education during the recession

Georgios Apostolou; Achilleas Papatsimpas; Athanasios S. Gounas

The purpose of this research, is to investigate whether, during the economic crisis, various private secondary-education organizations in Greece including secondary tutorial schools, private schools, foreign language centers, special course delivery services (private tutorial schools) and study centers, develop and pursue a marketing strategy. Other points covered include demographics, characteristics of organisations, specific strategy focus, amount spent on such strategy and possible changes on both academic and financial level. Possible correlations between specific marketing actions and results were calculated. The statistical analysis of the data, showed that the implementation of a marketing plan (and the amount invested on this project) positively affect students' academic performance, new enrollments, organizations’ earnings and recruitment of new scientific staff. Twenty close-ended questionnaires were used to collect the data. During research period, many private schools had ceased their duties because of summer holiday time. As a result, a small number of the data was collected from these schools and it will not be possible to generalize any results for the ones

SUBMITTED: APRIL 2018, REVISION SUBMITTED: JUNE 2018, ACCEPTED: SEPTEMBER 2018, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 19 OCTOBER 2018
Files (369.2 kB)
Name Size
2-2-1.pdf
md5:c201d4c207f10e9be158858fa59324df
369.2 kB Download
60
29
views
downloads
All versions This version
Views 6060
Downloads 2929
Data volume 10.7 MB10.7 MB
Unique views 5151
Unique downloads 2828

Share

Cite as