A Study Of Corporate Marketing In Public Schools Melissa Lewensten Knoll University of St. Thomas May 19, 2003
Dec 21, 2015
A Study Of Corporate Marketing In Public Schools
Melissa Lewensten KnollUniversity of St. Thomas
May 19, 2003
Mathematics: Applications and Connections (McGraw-Hill, 1995)- Adbusters Magazine (summer 1999, pg. 33)
Pros & Cons of In-School Marketing
Pros• Generates needed
funding • Utilizes unique business
info and resources• Allows teachers to
evaluate and use appropriately
• Benefits schools and companies
• Everything is commercial
Cons• Compromises
integrity of education• Provides biased and
inaccurate info• Misuses taxpayer $
and resources• Implies endorsement• Promotes materialism• Everything is
commercial
High Commercialization
Medium Commercialization
Low Commercialization
Key Audiences Responses
• Parents and students have mixed feelings.
• Marketers would like to participate, but fear negative publicity.
• Schools would like to benefit, but fear negative response.
“The bottom line…business and schools must work together to preserve the integrity and effectiveness of our educational system. Careful self-
examination is called for, and rigorous guidelines must be embraced with
enthusiasm.”
- Consumers Union, 2000
Research Question
Is there support among Minnesota marketers and educators for the creation of an organization to advise on corporate marketing in public schools?
Web-Based Research Project
• Invitations sent via e-mail• 16 questions about in-school marketing
– Experience– Opinions– Likelihood of participation– Level of difficulty planning, executing, evaluating– Process– Support for a non-profit advisory organization– Important elements for a non-profit advisory
organization
Samples
1. Corporate marketing executives at MN companies
2. Senior account service personnel at MN marketing agencies
3. Principals/assistant principals at MN schools
Response
35 Agency respondents39 Corporate respondents238 Educator respondents
16 Other respondents328Total respondents
Approx. 2,000 distributed surveys for response rate of 16%
The Answer
Yes, there is some indication of support among Minnesota marketers and educators for the creation of an organization to advise on corporate marketing in public schools?
Cooperation Is Important
Mean scores for all respondents (1= strongly disagree, 5 = strongly agree)
• Corporations know what’s appropriate for schools (1.8 mean)
• Corporations should partner with schools (4.1 mean)
• In-school marketing benefits corporate sponsors (4.2 mean)
• In-school marketing benefits schools (3.8 mean)
Guidelines Are Unclear• 70% of all respondents were unaware of
rules, regulations and guidelines– 90% of corporate marketers– 66% of principals– 66% of agency marketers
• Respondents agreed “guidelines regarding in-school marketing activities are inconsistent” (3.8 mean)
In-School Marketing Isn’t Very Easy
Mean scores for all respondents (1= very difficult, 5 = very easy)
How difficult is it to…• Develop in-school marketing activities?
(2.8 mean)• Conduct in-school marketing activities?
(3.1 mean)• Evaluate in-school marketing activities?
(3.1 mean)
It Would Be Helpful To Have An Unbiased
ResourceMean scores (1= strongly disagree, 5 = strongly
agree)
• Principals (3.6 mean)• Corporate marketers (3.8 mean)• Agency marketers (3.7 mean)
Likelihood to Participate in In-School Marketing vs. Likelihood to Use Non-Profit Organization
0%
20%
40%
60%
80%
100%
Likely To Participate
% o
f re
sp
on
se
s
Unlikely To Use
Likely To Use
Don't Know
Follow-Up Recommendations
• Results shared with participants• Additional research opportunities
– Active corporate/agency in-school marketers
– National scope– Composition and viability of advisory
organization• Increase awareness & promote
win-win opportunities
Questions