Exploratory research was conducted in an attempt to understand how three schools in the Midlands of KwaZulu-Natal market themselves. The marketing of schools is a relatively new concept both in South Africa and internationally. Not only is the marketing of schools vital, in that it allows schools to use their resources in the most efficient and effective way in satisfying the needs of the customer, but associated with this, is that it allows for a meaningful and relevant education. The schools chosen for this research were Cowan House, Epworth and Hilton College. These schools represent a wide cross-section of schools including a primary school, two senior schools, a monastic boys' boarding school and a monastic girls' school with day scholars and boarders. All of the schools had a marketing function within the school. All three schools applied the basic marketing concept. They were customer focused, were orientated towards achieving long term goals, tried to integrate activities within the school and strongly believed in societal aspects of marketing. Of particular interest was the strong focus on the customer by some of the schools. None of the schools had been exposed to the seven Ps of service marketing, and so did not structure their marketing mix based on the service marketing model. All the schools felt that their staff were a differentiating factor (people) and had impressive grounds and facilities (physical evidence). The major problem that all three schools experienced was developing a differentiated service that separated themselves from competitors within the market. They were not aware of the unique position that they occupied in the mind of the customer, although all the schools felt that they were unique. The result of this was that their marketing mix was not able to support and enhance the differentiated service and proposed market position. A possible reason for the schools not developing a unique position in the market is that they may not analyse the external environment in enough detail. This meant they were not able to capitalise on, or develop,unique internal strengths to satisfy needs that their customers considered important, valuable and were willing to pay for. It is recommended that a more structured approach to strategic marketing be used. This should allow the schools to implement each of the steps required in strategy formulation. If this is done effectively they will be able to match internal strengths with opportunities in the external environment and so develop a differentiated product that is required by the target market. The schools should also adopt a service marketing strategy as education is a service. Adopting the seven Ps of service marketing would allow the schools to implement a marketing mix that is suitable for a service institution. It is hoped that this dissertation will contribute to a better understanding of marketing of schools, allow them to be more focused in their strategy and ultimately result in a better education for their learners. / Thesis (M.B.A.)-University of KwaZulu-Natal, Pietermaritzburg, 2006.

The purpose of this thesis is straightforward: to survey the development of a 'private' school over a period of a little more than half a century. In the survey, I hoped to indicate the way in which the school developed as an institution: the main elements in its government and the way it was affected by changing conditions; to describe the main features of its educational programme: curricular and extra-curricular activities; and to attempt an assessnent of its achievement and an analysis of its distinguishing characteristics. The period covered is from the foundation of the school in 1896 to the resignation of F.R. Snell in 1952, the latter date being chosen chiefly because the distance proper to a thesis did not seen possible in a survey of this kind for the succeeding period. I have, however, also included a chapter on the precursor of Michaelhouse as relevant background infomation; and I have taken the story of the Old Boys up to the present, since most of them had been at school before 1952. Athough I have included an assessment of the school's achievements in the list of purposes, it soon became apparent that my aim should be more modest. The interaction of home, school and society is so complex that a proper study of the school's role, even in so obvious a matter as academic achievement and particularly in relation to such aims as leadership or religious development, would require a careful sociological analysis which would have made the thesis extremely unwieldy and for which sufficient information, especially on the earlier stages, was in any case not available. My more modest aim was therefore to place the development of the school and the education it provided in perspective. / Thesis (M.Ed.) - University of Natal, Pietermaritzburg, 1968.

This study is based in the concept of 'quality' as an ongoing concern in South African education. It deals with some definitions and views of what 'quality' is and how it is applied to the educational process. In doing this the study concentrates on Total Quality Management, a theory founded in commerce, and in recent years applied to education. Chapter 2 of the study, entitled Associated Literature, finally focuses on the concept of 'customer service' or 'customer care', an important element of Total Quality Management, as practised at The Racing and Equestrian Academy, an independent, co-educational boarding school in KwaZulu-Natal. The basic concept upon which this study relies is that students and parents are customers and that they define for themselves what quality is and whether they are receiving it or not. The study developed out of a series of questionnaires completed in 2002 that gave rise to critical concerns about the level of customer service offered by the Academy. These questionnaires are a part of the Academy's ongoing interest in 'quality' and the views of its customers in this respect. In order to discover what its customers' views are and to analyse them, this study has employed ethnographic research methods, in that it allows for: the portrayal of the situation in the subjects' (students' and parents') terms, multiple perspectives and the description of the specific situation at The Racing and Equestrian Academy. Questionnaires, observation and content analysis have been used to record and understand the real findings at the Academy in relation to the theoretical perspectives outlined in the related literature. / Thesis (M.Ed.)-University of Natal, 2003.

A central requirement to accomplish a competent and effective education system is the inclusion of a post matric year to facilitate the transition from the protected academic leaning to the reality of the world at large. This strategy needs to emphasise the acquisition of formative information to minimise problems that might arise if life skills needs and tertiary learning barriers are not promptly identified and addressed. Michaelhouse a private school in Kwa-Zulu Natal- South Africa is faced with declining numbers in the post matric class called the sixth form. The study recommends that in order to improve the marketability of the sixth form programme, the following objectives need to be met by Michaelhouse. i. Be a centre of excellence providing high quality education in a supportive and caring environment. ii. Be entrepreneurial and innovative in encouraging more students to pursue the post matric offering. iii. Be responsive to the needs of the community and business sector in the provision of continuing education and training. iv. Prepare students to function effectively in an adult world. The purpose of this study is to establish the expectations of students with regards to the offering of a sixth form programme, in order that the Michaelhouse may customise the curriculum incorporating customer needs. This will be used as a marketing tool to attract pupils to Michaelhouse. / Thesis (MBA)-University of Natal, Durban, 2002.