Schools are now using the internet and web pages, not only as a learning tool or teaching aid, but to communicate with stakeholders such as parents. This 18 page paper is a reseach proposal to look at how schools are using their web pages so communicate in terms of marketing communication and communicating with stakeholders. The paper presents an introduction along with aims and objectives, the limitations and the justification of the study. A literature review and a methodological approach is also presented. The proposal is based on researching secondary schools in the UK. The bibliography cites 14 sources.
Name of Research Paper File: TS14_TEschoolweb.rtf
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1. Introduction The internet pervades may aspects of life, for children going to school. Or soon to go to school, the
children and their parents are unlikely to be able be able to avoid the influence of the internet. IT and the internet are now present in almost all school in
the UK, and schemes such as the Tesco Computers for Schools voucher scheme have increased not only the presence of computers and the internet in school, but also the awareness
of computers and the internet as a part of education. With the presence of the internet in many classrooms, and in almost all schools, as well as being used
in the teaching process it also has the potential to be an effective communication tool for marketing the school to attract pupils as well as being a good method of
communicating effectively with primary stakeholders such as parents. Arguably, it is during the secondary school years that parents input may be the most important and may be most difficult especially
as many messages traditional go through the pupils. Secondary schools also have some of the most constrained budgets for schooling in the UK at the same time as having to
meet pupil and parent expectations for high standards of education; as such careful management of resources is always important. The internet provides a range of opportunities to all types of
organization for effective communications (Kotler and Keller, 2008). With a political goal but the current Labour government to give all families with children internet access (Gould, 2008), it
appears that this is a medium that should be effectively used and could provide value in terms of communications for schools. However, a school adopting the internet to communicate with
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