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Transformation through Marketing: A Case of a Secondary School in South Africa
Author(s): Tom Bisschoff (University of Birmingham, UK)and Christopher Rhodes (University of Birmingham, UK)
Copyright: 2011
Pages: 10
EISBN13: 9781613503782
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Abstract
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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