Abstract:

Due to increased competition in the private school sector in South Africa, marketing has become an imperative activity to attract and retain clients and therefore sustain private schools. The study aimed to investigate the feasibility of developing a marketing strategy for independent schools in KwaZulu-Natal. The target population consisted of executive heads, marketing management and members of the Parent Association Committee of an independent school group in KwaZulu-Natal. A qualitative research methodology was employed and an exploratory research strategy used. The key findings of the study suggested that the lack of a competitive marketing strategy of the private school group was school-specific and therefore it was feasible to develop a marketing strategy. The factors contributing to these schools’ lack of competitive marketing strategies was an assemblage of ineffective and uncompetitive marketing mix elements. Budget constraints and a lack of communication had the most significant impact on the competitiveness of these schools. It was recommended that management should: place greater emphasis on tailoring the marketing mix elements in line with the nature of each Private School; necessitate effective communication to all stakeholders; and endeavour towards satisfying their clients’ wants and needs. Key Words: Private School Sector, Marketing Strategies.

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