Transfer of marketing knowledge to Catholic primary schools

While the role and importance of marketing have grown in nonprofit organizations, marketing knowledge in nonprofit education organizations, specifically primary schools, is sparse. This paper reports the research findings of an exploratory study designed to examine the transfer of marketing knowledge to Catholic primary schools. It identifies and explores what school leaders know about marketing, how they acquire that knowledge, and what factors contribute to or impede its development. Qualitative data gathered from Catholic school educational leaders reveal that while marketing is viewed in schools as an important management function, marketing knowledge is slow to transfer. Findings reveal that marketing knowledge is primarily developed unintentionally, as a result of trial and error, and that a lack of formal marketing training results in a heavy dependence on volunteers. Findings also indicate that school leaders have minimal autonomy under the Diocese, which, along with economic, cultural, and structural barriers, functions to limit marketing knowledge development. It was also found that, although cross-sector cooperation is desired among educational leaders, it is not pursued, further limiting the transfer of marketing knowledge. Theoretical and managerial implications for resource-strapped primary schools in competitive environments are discussed.