School marketing

from Wikipedia, the free encyclopedia

School marketing refers to the activities of commercial enterprises that aim to advertise in particular schoolchildren , but also teachers, as customers of products or services. If these target groups are advertised by manufacturers of teaching and learning material, one speaks of education marketing ; among university marketing in the narrower sense is mostly marketing such products or services meant that meet any educational purposes.

Today the term school marketing is inextricably linked with sponsorship services that schools themselves raise by means of fundraising or the acquisition of third-party funds in order to increase their financing or their material stocks or to be able to use free services .

In 2001, Steffen Hillebrecht defined two directions of action of school marketing: Marketing work for commercial offers in schools, within the framework of the narrow legal restrictions, as a secondary aspect and the consideration of school offers under marketing aspects as a focus. In essence, this point of view is about understanding schools as participants in the education market and finding starting points for a demand-oriented profiling. This view can also be found - applied to the situation in Austria - in Reisch et al. a. (2001) and in a more limited form in Regenthal (2001). This point of view was taken up again in the compilations of Rödiger Voss (2008) and Thomas Breyer-Mayländer (2012).

School marketing in Germany

Legal position

The admissibility of business advertising at schools is regulated in the school laws of the individual federal states . The ministries of education, however, restrict themselves to general guidelines on how school administrators and teachers should deal with advertising and sponsoring, and leave them wide scope for interpretation.

The acquisition and acceptance of sponsorship is generally permitted in all federal states. However, neither teachers nor students are allowed to commit themselves to anything in return; It is also not permitted to sponsor teaching staff for regular lessons; Sponsors are also not allowed to pass on personal data of the sponsored. Due to their constitutional principle of neutrality, schools are not allowed to give preference to companies or to conclude exclusive contracts when concluding sponsorship contracts, but are obliged to comply with competition law in this regard. Under what conditions sponsors and principals due advantages granted or bribery or for receiving bribes or corruption may be culpable, 2011 has 3. Criminal Division of the Federal Court clarified; after that is administratively lawful act - particularly those with administrative costs norm - not unfair of corrupt buying an official act before.

Hamburg is one of the federal states in which sponsorship and advertising in schools are treated relatively restrictively , where efforts by the education authority to release advertising in schools failed in 2007 due to public protests. In North Rhine-Westphalia , advertising that is not used for school purposes is generally prohibited in schools; However, sponsors benefits may be accepted if they "with the educational - and educational mission are compatible school and the advertising effect significantly behind the school benefits resigns" . The decision rests with the school management, which, however, must also obtain the approval of the school conference and the school authority . Similar regulations exist in Lower Saxony , Bavaria and Baden-Württemberg . In Saxony , schools are not allowed to make themselves dependent on sponsors, for example by letting them regularly help them with the fulfillment of school tasks; the only consideration may be for the school to indicate the sponsor's support.

The regulations in Berlin , Bremen and Saxony-Anhalt are the most generous . However, in most federal states it is not allowed to advertise alcohol, sweets or cigarettes. In Switzerland, too, the rules seem to be relatively liberal, as there are many possibilities for sponsored activities.

practice

Usual measures are e.g. B. the distribution of timetables, drawing books, college pads, postcards or information materials with advertising messages placed on them to the pupils or school classes.

Many companies are involved in sponsoring school activities . This sponsorship is often referred to as “social commitment”. From the energy sector, for example, RWE bundles activities for pupils and schools in an online portal; In addition to teaching materials, class trips, advanced training for teachers and educators, competitions and raffles, various types of cooperation are also offered. Similar activities are also offered by municipal utilities or companies whose shares are owned by the public sector.

criticism

School marketing is rejected for legal and moral reasons, such as the fear of influencing commercial enterprises through excessive confrontation of students with advertising measures and because of the creation of dependencies between the admitting schools.

The lobby control association criticizes the fact that this should specifically influence students; the companies would use children as multipliers and thus also reach people in the immediate vicinity of the project participants. Six schools from Lower Saxony that took part in such an action are convinced that they can control the influence of the content. The criticism of the Swiss umbrella association of teachers is similar.

Personnel marketing

School marketing is increasingly seen as an instrument for strategic recruitment . The aim is to arouse the early interest of talented students in training courses and courses that the company sees in the long term.

The following measures are used for this purpose: financing of learning materials such as books, technical equipment or computers, donations for school prizes, organization of simulation games, company tours, lectures at schools about training opportunities, internships and "trial weeks", promotion of school sports and recruiting teachers as Lecturers for the organization. Various agencies have specialized in planning and implementing these campaigns.

See also

literature

  • Thomas Breyer-Mayländer (Ed.): Schools in competition, Hohengehren: Schneider 2012.
  • Steffen Hillebrecht : Marketing for schools . Rinteln, Merkur Verlag 2001. ISBN 3-8120-0347-3 .
  • Sandra Madel: The importance of marketing for the profiling of schools, Munich: Grin 2005.
  • Renate Reisch u. a .: Marketing for schools, Vienna: 2001.
  • Gerhard Regenthal, Gerhard: Corporate Identity in Schools, 2nd edition, Neuwied 2001.
  • Corinna E. Schütt: Schools go public, Bremen: Viola Falkenberg-Verlag 2009.
  • Rödiger Voss (Ed.): Innovatives Schulmanagement, Gernsbach: Deutscher Betriebswirte-Verlag 2008.

Broadcast reports

Individual evidence

  1. ↑ Steffen Hillebrecht: Marketing for schools . Rinteln, Merkur Verlag 2001. ISBN 3-8120-0347-3 , pp. 13f
  2. ↑ Renate Reisch and a .: Marketing for schools, Vienna: 2001
  3. ^ Gerhard Regenthal: Corporate Identity for Schools, Neuwied / Rhein 2001.
  4. ↑ Rödiger Voss (ed.): Innovatives Schulmanagement, Gernsbach: Deutscher Betriebswirte-Verlag 2008
  5. ↑ Thomas Breyer-Mayländer (ed.): Schools in competition, Hohengehren: Schneider 2012
  6. ↑ Nicole Sagener: The textbook as an advertising platform , Time, May 14, 2013; Edda Müller: Do we need advertising and sponsoring in our schools? , in: Edda Müller, Ingrid Gottschalk, Ulrich Lissek, Volker Nickel, Andrea Liesner, Fritz Heidorn, Martina Schmerr, Helmut Schorlemmer, German Consumer Association (Ed.): Advertising and sponsoring in schools . Berliner Wissenschafts-Verlag, 2006, ISBN 978-3-8305-1136-6 , pp. 13ff.
  7. ↑ Nicole Sagener: The textbook as an advertising platform , Time, May 14, 2013; Leonie Achtnich: Kindly supported by the biscuit company , Die Zeit, July 18, 2011; Stefanie Bilen: Without wastage to the classroom , Handelsblatt, March 26, 2009; Ralf Steinbacher: Customers in the classroom , South German, January 21, 2013
  8. ↑ Jens Radü: Advertising at Schools: With biscuit advertising on the hunt for pocket money , Der Spiegel, September 6, 2005
  9. ↑ Jens Radü: Advertising in schools: With biscuit advertising on pocket money hunt , Der Spiegel, September 6, 2005; Helmut Schorlemmer: The educational mandate of the school in the field of tension between advertising measures and sponsoring activities - results of a study , in: Edda Müller, Ingrid Gottschalk, Ulrich Lissek, Volker Nickel, Andrea Liesner, Fritz Heidorn, Martina Schmerr, Helmut Schorlemmer, Federation of German Consumer Organizations ( Ed.): Advertising and sponsorship in schools . Berliner Wissenschafts-Verlag, 2006, ISBN 978-3-8305-1136-6 , pp. 85ff. (Pp. 89, 98)
  10. ↑ Helmut Schorlemmer: The educational mission of the school in the field of tension between advertising measures and sponsoring activities - results of a study , in: Edda Müller, Ingrid Gottschalk, Ulrich Lissek, Volker Nickel, Andrea Liesner, Fritz Heidorn, Martina Schmerr, Helmut Schorlemmer, Federation of German Consumer Organizations (Ed.): Advertising and sponsorship in schools . Berliner Wissenschafts-Verlag, 2006, ISBN 978-3-8305-1136-6 , pp. 85ff. (P. 98)
  11. ↑ BGH, judgment of May 26, 2011 - 3 StR 491/10 ( PDF ); Birgit Link: Advertising in schools ( Memento of the original from April 7, 2014 in the Internet Archive ) Info: The @1@ 2Template: Webachiv / IABot / schulrechtplus.luchterhand.de archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , in: Ute Adolf / Birgit Link / Martina Maier: School law Saxony, online information system, Luchterhand Fachverlag, December 2013; Ralf Busch: “Free computer for a school photo campaign - Permitted 'school sponsorship' or criminal corruption? (BGH, NJW 2006, 225) “, NJW 2006, p. 1100; Jan Schlösser: “Bribery through 'Public Fundraising'” ?, StV 2011, p. 300; Kai Ambos, Pamela Ziehn: "On the criminal liability of school photographers for bribery or granting advantages according to §§ 333, 334 StGB", NStZ 2008, p. 498 ( PDF ( Memento of the original from April 7, 2014 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this note. ); Mark Zöller: "Punishability of a photographer for granting advantages or bribery in the context of school photography", ZJS 2011, p. 550 ( PDF ) @1@ 2Template: Webachiv / IABot / www.department-ambos.uni-goettingen.de
  12. ↑ Jochen Leffers: Learning Effect: Hamburg tips advertising in schools , Der Spiegel, August 30, 2007
  13. ^ School Act for the State of North Rhine-Westphalia. Retrieved March 10, 2014 . ; Sale of goods; Advertising; Sponsorship. (No longer available online.) Archived from the original on March 10, 2014 ; Retrieved April 22, 2014 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. ; Helmut Schorlemmer: The educational mandate of the school in the field of tension between advertising measures and sponsoring activities - results of a study , in: Edda Müller, Ingrid Gottschalk, Ulrich Lissek, Volker Nickel, Andrea Liesner, Fritz Heidorn, Martina Schmerr, Helmut Schorlemmer, Federation of German Consumer Organizations ( Ed.): Advertising and sponsorship in schools . Berliner Wissenschafts-Verlag, 2006, ISBN 978-3-8305-1136-6 , pp. 85ff. (P. 90) @1@ 2Template: Webachiv / IABot / www.schulministerium.nrw.de
  14. ↑ Nicole Sagener: The textbook as an advertising platform , Time, May 14, 2013; Caterina Lobenstein : First hour: lobby customer , Die Zeit, November 29, 2013
  15. ^ Nakissa Salavati: School material free home , Süddeutsche, September 12, 2013; Guideline for dealing with sponsoring, advertising, donations and patronage donations in the state administration, proclamation platform Bavaria. Retrieved March 10, 2014 .
  16. ↑ Information paper from the Ministry of Education and Cultural Affairs of Baden-Württemberg “Legal issues in cooperation between schools and companies”. Retrieved March 10, 2014 .
  17. ↑ Helmut Schorlemmer: The educational mission of the school in the field of tension between advertising measures and sponsoring activities - results of a study , in: Edda Müller, Ingrid Gottschalk, Ulrich Lissek, Volker Nickel, Andrea Liesner, Fritz Heidorn, Martina Schmerr, Helmut Schorlemmer, Federation of German Consumer Organizations (Ed.): Advertising and sponsorship in schools . Berliner Wissenschafts-Verlag, 2006, ISBN 978-3-8305-1136-6 , pp. 85ff. (P. 89f)
  18. ↑ Birgit Link: Advertising in schools , in: Ute Adolf / Birgit Link / Martina Maier: Schulrecht Sachsen, online information system, Luchterhand Fachverlag, December 2013
  19. ↑ Jens Radü: Advertising in schools: With biscuit advertising on pocket money hunt , Der Spiegel, September 6, 2005; Stefanie Bilen: Without wastage to the classroom , Handelsblatt, March 26, 2009; Nicole Sagener: The school book as an advertising platform , Die Zeit, May 14, 2013; Caterina Lobenstein: First hour: lobby customer , Die Zeit, November 29, 2013
  20. ↑ Jens Radü: Advertising at Schools: With biscuit advertising on the hunt for pocket money , Der Spiegel, September 6, 2005
  21. ↑ cf. Erich Aschwanden / Daniel Gery: Companies and associations are pushing into schools, article from November 8, 2016 at http://www.nzz.ch/schweiz/sponsoring-an-der-schule-wie-firmen-und-verbaende-in -the-school-room-draengen-ld.127175
  22. ↑ Basics of school sponsorship including ethical principles and information as of July 1, 2015
  23. ^ RWE portal, accessed on October 6, 2013
  24. ↑ cf. for example: Stadtwerke Springe, a municipal utility company , BS Energy, the Stadtwerke von Braunschweig ( Memento of the original from September 15, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , or EnBW, the third largest supplier in Germany @1@ 2Template: Webachiv / IABot / www.bs-energy.de
  25. ↑ School marketing: Controversial advertising in the classroom at springerprofessional.de, accessed on September 4, 2013
  26. ↑ Lobby control, lobbyism at schools, Cologne 2013, (inter alia p.10 / 11)
  27. ↑ Exxon & Co. - Image cultivation in school? ( Memento from July 24, 2013 in the Internet Archive ) NDR.de
  28. ↑ cf. Erich Aschwanden / Daniel Gery: Companies and associations are pushing into schools, article from November 8, 2016 at http://www.nzz.ch/schweiz/sponsoring-an-der-schule-wie-firmen-und-verbaende-in -the-school-room-draengen-ld.127175
  29. ↑ Talar Valentina Acemyan-Steffens, Martina Neuhäuser: Current paths and trends in personnel development, recruitment and succession planning (PDF; 4.3 MB), working paper of the Hans Böckler Foundation , August 2011, page 32
  30. ^ K. Moser, J. Zempel: Personnel Marketing . In: H. Schuler (Ed.): Textbook of Personal Psychology. 2006, Göttingen, Hogrefe, p. 81