Marketing in the Hellenic private secondary education during the recession

Georgios Apostolou, International Hellenic University, Greece
Achilleas Papatsimpas, Ministry of Education, Greece
Athanasios S. Gounas, International Hellenic University, Greece
Published online: 19 October 2018, JCETR, 2(2), pp. 3-8.

URN: urn:nbn:de:0111-pedocs-189653, DOI: 10.5281/zenodo.3598486

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Abstract: 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 enrolments, 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.

Keywords: Marketing mix, Educational Organizations, Greek secondary private education, Correlational analysis, Academic performance, Scientific staff