Marketing in schools
Education marketing refers to the marketing for school foreign products and services to schools, to the extent they are permitted in the framework of the law. It is aimed at the target group of students and teachers. The school marketing is controversial primarily for legal and moral reasons.
When school marketing target groups of pupils to be achieved. The campaigns must be the legal regulations of the individual provinces meet. To protect the children product advertising is out in Berlin, Bremen and Saxony- Anhalt prohibited in all other states. Allows other hand, is sponsoring the school, the applicable regulations are sometimes interpreted generously. Education Marketing is for legal and moral reasons, such as the fear of influence of business enterprises by excessive confrontation of students with promotional activities and for the creation of dependency ratios of the licensing schools rejected.
Typical measures include the distribution of timetables, Malheften, College blocks, postcards or materials placed thereon with advertising messages to the students or classrooms.
Many companies are active in sponsorship of school activities. This sponsorship is often paraphrased as " social commitment ". From the area of the energy industry, for example, about RWE pools activities for students and schools in an online portal; besides teaching materials, school trips, training for teachers and educators, sweepstakes, prize draws, various collaborations are offered. Similar activities are, however, also offered by local utility companies or companies whose shares are held by the public sector.
The association LobbyControl criticism that it deliberately influence should be made to students; the company would use children as multipliers and thus reach people from the immediate environment of the project participants. Six involved in such action from Lower Saxony schools are convinced that we can control the influence the content.
The school marketing is increasingly understood as an instrument of strategic talent acquisition. The aim is to awaken early in gifted students interested in courses and degree programs, where the company sees long-term needs.
To this end, the following measures are, among other things used: funding of learning resources such as books, technical equipment or computers, donations for school prices, organization of business simulations, company visits, lectures at schools about training opportunities, internships and " taster weeks," the promotion of physical education and extraction of teachers as lecturers for the organization. In the planning and implementation of these campaigns, various agencies have specialized.