Principals and District Leaders Navigating the Marketplace: Lessons From Texas, New York, and Pennsylvania

• In Event: Preparation in Relation to Accountability and Assessment

Abstract

Although the marketization of schools elicits concerns regarding educational equity, the recent codification of competition and marketing in professional standards demonstrate a reality facing today’s principals. The purpose of this comparative study is to examine principals’ and superintendents’ perceptions of marketing demands and strategies as they navigate competitive spaces. We draw on interview data from principals and superintendents in New York City, El Paso, and rural Pennsylvania to critically analyze the role of marketing. Overall, we find that principals and district officials are aware of competition and embracing marketing to varying degrees and with differing levels of success. These cases allow us to interrogate the role of leadership preparation programs as well as to articulate policy concerns.

Authors

• Stephen Kotok, St. John's University

• Catherine C. DiMartino, St. John's University

• David Edward DeMatthews, The University of Texas at Austin