Syfte: Syftet med undersökningen är att skapa förståelse för hur gymnasieskolor marknadsför sig i dagens skolmarknad. Teori: Den teoretiska referensramen i denna kandidatuppsats bygger på fem olika och relevanta teorier. De fem teorierna är marknadsföring i tjänsteföretag, relationsmarknadsföring, Word-of-Mouth/eWoM och Social marknadsföring & internet och Eventmarknadsföring. Teorierna har applicerats utifrån vetenskapliga artiklar och relevant kurslitteratur som rör ämnet.  Metod: Kvalitativ forskningsstrategi har använts vid genomförandet av studien. Den kvalitativa intervjun har formulerat utifrån ett planeratsystematiskt synsätt. Studien bygger på urvalsmetoden icke- sannolikhetsbaserat urval, då enbart en bestämd respondent har intervjuats i respektive gymnasieskola. På så sätt används strategiskt urval, för att få undersökningsdeltagare som är av betydelse till undersökningsfrågan. Denna studie utgår även ifrån ett induktivt synsätt, dvs där sambandet mellan teori och empiriska data undersöks. Slutsats: Gymnasieskolan skiljer sig inte mycket åt trots att dem har olika organisationsformer samt erbjuder nischade och breda utbildningslinjer. Det är liknande typer av marknadsföring som används, såsom marknadsföring i tjänsteföretag, relationsmarknadsföring, WoM/eWoM, social marknadsföring & internet samt eventmarknadsföring. Skillnaden är att de fristående gymnasieskolorna marknadsför sig mer frekvent men inte de kommunala gymnasieskolorna. Anledningen till att fallet är så är att de kommunala gymnasieskolorna inte behöver marknadsföra sig lika mycket som de fristående gymnasieskolorna då den kommunala gymnasieskolan lever på den mängd elever som de behöver och får. I och med detta har den fristående gymnasieskolan ett “försprång” som kan vara svårt för den kommunala gymnasieskolan att komma ifatt när det gäller marknadsföring. / Purpose: The purpose of the survey is to create an understanding of how upper secondary schools’ market themselves in today's school market. Theory: The theoretical framework in this bachelor's thesis is based on five different and relevant theories. The five theories are, marketing in service companies, relationship marketing, Word-of-Mouth/eWoM, Social marketing & the internet and Eventmarketing. The theories have been applied on the basis of scientific articles and relevant course literature concerning the subject. Method: Qualitative research strategy has been used in the implementation of the study. The qualitative interview has been formulated based on a planned systematic approach. The study is based on the selection method non-probability-based selection, as only one specific respondent has been interviewed in each upper secondary school. In this way, strategic selection is used to get survey participants who are relevant to the survey question.  Conclusion: The upper secondary school does not differ much despite the fact that they have different forms of organization and offer niche and broad lines of education. There are similar types of marketing used, such as marketing in service companies, relationship marketing, WoM / eWoM, social marketing & internet and event marketing. The difference is that the independent upper secondary schools’ market themselves more frequently, but not the municipal upper secondary schools. The reason why this is the case is when the municipal upper secondary schools do not have to market themselves as much as the independent upper secondary schools as the municipal upper secondary school lives on the number of students they need and receive. As a result, the independent upper secondary school has a "lead" that can be difficult for the municipal upper secondary school to catch up when it comes to marketing.

This descriptive and correlational study examined the applicability of major U.S. college choice factors to Philippine high school seniors. A sample of 226 students from a private school in Manila completed the College Choice Survey for High School Seniors. Cronbach's alpha for the survey composite index was 0.933. The purposes of this nonexperimental, quantitative study were (1) to describe the relative importance of major college choice factors (as identified in U.S. research) to Philippine high school seniors, and (2) to determine whether there were statistically significant differences in the importance ascribed to these factors, according to students' demographic attributes. For all statistical analyses, SPSS 16.0 software was used. To address the first purpose, the mean and standard deviation were calculated for each college choice factor addressed in the survey. To address the second purpose, ANOVAs, Mann-Whitney U tests, and Kruskal-Wallis tests were run, in order to study the relationship between each of the major college choice factors and students' demographic attributes. This study found that all of the major U.S. college choice factors were important, to some degree, in the Philippine context. Other factors were added based on pilot studies. This study also found that some of the U.S.-literature-generated demographic choice attributes functioned similarly in the Philippine setting (e.g. academic ability, gender), while others did not (e.g. educational level of fathers and of mothers). Moreover, students' academic ability was the primary demographic attribute, accounting for statistically significant differences in assessment of the importance of college choice factors for most (12 out of 13) of the factors. The major U.S. college choice factors appear to be important to Philippine private high school students. Two choice attributes (academic ability, gender) appear to apply to private high school students in the Philippines, while the attributes of father's and mother's education levels do not appear to apply. Among Philippine private high school students, academic ability may account for differences in assessment of the importance of college choice factors. Using a survey method alone to study college choice is limiting. Future studies should utilize a variety of methods to collect data and should involve several schools.

This study reviewed the literature on the struggle for equal educational opportunity of the 1960s and 1970s, the reform movement of the 1990s, the public/private school debate of the 1980s and 1990s, the issue of school choice in the 1990s, and a brief history of private schools. The literature revealed that since the Supreme court's ruling, in 1954, on the unconstitutionality of separate-but-equal public schools and decisions on the separation of church and state, during the 1960s and 1970s, the number of and enrollment in private and parochial schools have grown steadily. This study was conducted on a sample of 14,242 students attending 17 colleges (15 private colleges and 2 public universities) to determine if there was a difference in their academic performance (GPA) at the end of their freshman year. The independent variables of the study were the size of the student's secondary school graduating class, the religious affiliation of the secondary school, the gender enrollment pattern of the secondary school, and the residential pattern of the secondary school. In addition, using the student's SAT score, an analysis was conducted to determine whether or not the student's first-year college GPA exceeded their GPA predicted by the SAT.