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Marketing and Branding in Public Education

Mon, April 16, 4:05 to 5:35pm, New York Hilton Midtown, Floor: Third Floor, Rendezvous Trianon

Session Type: Roundtable Session


As market-based reforms have expanded in public education, a new industry has emerged: educational marketing and branding. This symposium session will examine the impact of marketing and branding on public education. Three research papers included in this session will provide overview of the landscape of marketing, as well as present critical new perspectives, including the influence of marketing from public districts on parent consumers, the racial dimensions of marketing to charter school funder audiences, and use of marketing campaigns in order to seek to promote political agendas, such as the passage of charter legislation. Using a variety of research methods, these critical examinations expand our understanding of this new industry, and raise important questions.

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