M.Ed. / Since the first democratic election in South Africa in 1994, there has been significant change and development in all spheres of our lives. Democracy and the implementation of a new Constitution have brought about changes, even in the education system. The democratic system of education is characterised by the new Act that is, the South African Schools Act (SASA) No. 84 of 1996 (RSA, 1996b). This Act acknowledges the importance of parents as stakeholders in the school governing bodies (SGBs). It also outlines the other important responsibilities of school governing bodies such as taking the responsibility of managing school funds. Section 36 of the South African Schools Act (RSA,1996b) states that “… a governing body of a public school must take all reasonable measures within its means to supplement the resources supplied by the state in order to improve the quality of education provided by the school to all learners at the school.” It is the responsibility of the state to ensure that schools are fully resourced, be it financial, human or physical resources. There is a perception amongst educators and other stakeholders such as parents that resources allocated by the state are inadequate. If the state funds schools fully, more children will receive quality education as the new funding method or formula is applied. Fundraising is necessary to supplement the resources allocated by the state. The lack of funds in disadvantaged communities is the cause of schools being ineffective institutions of teaching and learning. The aim of this research study was to explore the role of the SGB in managing fundraising for public primary schools in disadvantaged communities. This was undertaken in order to formulate guidelines for SGBs to effectively manage fundraising. A qualitative research design that was explorative, descriptive and contextual was employed. The researcher conducted focus group interviews in order to collect data. The data collected was analysed and interpreted and various themes and categories were identified. Quotations from the prescribed interviews were given to substantiate the themes and categories identified through data analysis. According to the literature review and responses from focus group interviews, it is the responsibility of the state to ensure that schools are fully resourced. However, this is not possible and it is for this reason that school governing bodies must supplement funds through fundraising. Since this research study was limited to Tembisa West in Ekurhuleni District (D6) one of the recommendations made by the researcher is that further research should be undertaken on managing fundraising in all Gauteng Province public primary schools. Future research studies on this phenomenon must be broader with special emphasis on the experiences and perceptions of SGBs in disadvantaged communities in the Gauteng Province. / Prof. R. Mestry

1. Problemstellung und Relevanz des Themas Die deutsche Hochschullandschaft hat in den letzten Jahren zahlreiche Veränderungen bewältigen müssen und steht weiterhin großen Herausforderungen gegenüber, durch welche sich zunehmend wettbewerbsähnliche Merkmale in diesem Sektor verfestigen: • Umstellung auf international vergleichbare Studiengänge • Neuregelung der Studienplatzvergabe • Einführung von Studiengebühren in einigen Bundesländern • Leistungsindikatoren zur Verteilung der staatlichen Haushaltsmittel • Demographischer Wandel Eine Bildungseinrichtung besitzt mehrere Anspruchsgruppen: die Studierenden, welche Bildungsleistungen nachfragen, den Staat, der für die Leistungen zahlt, die Öffentlichkeit, die an Grundlagenforschungen interessiert ist und schließlich die Wirtschaft, die Absolventen rekrutiert (vgl. Berthold, C. 2001, S.431). Die Hochschulen befinden sich untereinander verstärkt im Wettbewerb um qualifizierte (und ggf. zahlungswillige) Studierende, um finanzielle Mittel vom Staat oder aus der Privatwirtschaft und um renommierte Wissenschaftler. Hochschulen müssen sich nun den veränderten Bedingungen anpassen, um auch weiterhin im nationalen und internationalen Wettbewerb überlebensfähig zu bleiben. Grundsätzlich kann sich hierbei an in der Privatwirtschaft erfolgreich eingesetzten Marketinginstrumenten orientiert werden. 2. Zielsetzung und Aufbau der Arbeit Nach einer Analyse der oben genannten Rahmenbedingungen, wird im ersten Teil dieser Arbeit gezeigt, welche Erkenntnisse aus dem Marketing auf Hochschulen übertragen werden können. Dabei werden sowohl strategische Fragen beleuchtet als auch die Instrumente des Marketing-Mix vorgestellt. In einer anschließenden Untersuchung wurden Faktoren bestimmt, welche sich positiv auf den Entwicklungsstand von Marketingaktivitäten an Hochschulen auswirken. Dabei konnten - beispielhaft für die Region Berlin/Brandenburg - sechs verschiedene Hochschultypen identifiziert werden. Diese weisen, in Abhängigkeit der verschiedenen Eigenschaften der jeweiligen Institutionen, einen unterschiedlichen Entwicklungsstand oder ein anderes Verständnis von Hochschulmarketing auf. Aufgrund dessen erscheinen für sie jeweils andere Marketingstrategien empfehlenswert. Die größte Rolle für den differenzierten Status quo im Hochschulmarketing an Berliner und Brandenburger Hochschulen spielt die Stärke des äußeren Drucks unter dem sich die Hochschule befindet, um ihre Auslastung und die notwendige finanzielle Ausstattung sicherzustellen. Ferner unterscheiden sich die Hochschulleitungen erheblich in ihrem Engagement und der Bereitschaft, diesen Herausforderungen mit Marketinginstrumenten zu begegnen. Trotz der gestiegenen Anzahl von Beiträgen zur Notwendigkeit der Einführung von ökonomischen Überlegungen auch im Hochschulmanagement gibt es viele Kritiker, die ein Ende der Freiheit für Forschung und Lehre prophezeien, wenn der Marketing-Gedanke verstärkt auch an Bildungseinrichtungen Einzug hält. Unumstritten ist, dass Managementansätze aus der privaten Wirtschaft nicht ohne weiteres auf eine Hochschule adaptiert werden können. Wahrscheinlich besteht jedoch die größere Gefahr für Freiheit und Erfolg von Forschung und Lehre in der Missachtung dieser aktuellen Tendenzen (vgl. Tutt 2006, S. 171)! / 1. Problem and Importance Germany’s academic landscape has dealt with several transformations recently and still faces enormous challenges, which have resulted in the ever-increasing competitive nature within the educational sector: • reorganization of educational degrees for international comparability • adjustments in the allocation of places available for study • initiation of tuition fees in some federal states • efficiency indicators for resource allocation of public funds • demographic change An educational institution has several groups of interest: students who demand educational services, the state which pays for the these services, the general public that is interested in fundamental research and an economic system that recruits qualified graduates (cf. Berthold, 2001, p. 431). Institutions of higher education compete among each other for competent students (who are willing to pay if necessary), qualified scientists and public funding or means from the private sector. To remain viable competitors on a national and international level, institutions of higher education need to adapt themselves to changing conditions. Here it is possible to utilize the successfully applied marketing tools from the private sector. 2. Goal and Structure of this Thesis After an analysis of the above mentioned general conditions, the first part of this thesis will explore which marketing strategies can be adapted for higher education institutions. Both, strategic questions and marketing tools will be discussed. A subsequent research defined criteria, which have a positive impact on the stage of development of marketing-activities in institutions of higher education. Six different types of educational institutions could be identified for the region Berlin/Brandenburg. Depending on the different characteristics ofeach institution, they exhibit a variety of stages of development or diverse understandings of marketing for higher education. Thus, differing marketing strategies can be recommended in each case. The most important factor in the differences in the marketing management of higher education institutions in Berlin and Brandenburg is the level of intensity of external pressure put on these establishments in order to guarantee the maximum utilization of resources and financial strength. Furthermore, the institution’s administrations differ in the commitment and willingness to respond to these challenges with marketing tools. Despite the increasing number of papers written on the necessity to introduce economic considerations into the management of higher education institutions, there are many critics that prognosticate the end of freedom within research and teaching if the spirit of marketing enters into education. Though it is an indisputable fact that management approaches from the private sector cannot be adapted into educational institutions without changes, freedom within research and teaching possibly faces a bigger threat from the disregard of these current changes and developments (cf. Tutt 2006, p. 171)!