1. The connection between
School marketisation and
the principal’s self-renewal
Prof. Izhar Oplatka

2. The connection Marketisation The principal’s Self-Renewal Parental
Choice

3. What happened to the principals
Change of managerial style and perspectives
Innovative orientation
Need to survive
Perceived inability to be stagnated and burned
Viewing the world as a changing place

4. Central themes
Parental choice and educational marketisation in Tel Aviv.
The concept of self-renewal.
An hypothesised connection between the above themes.

5. Dynamic process inside the Israeli educational system
FROM
centralisation
ministry of education as the gate keeper
collectivism
‘melting pot’ ideology TO
decentralisation
more emphases to periphery's needs
individualism
cultural pluralism

6. Main principles of parental choice in Israel
School based autonomy and self-managing
Increased freedom of choice for parents
Controlled choice of schools
Increased flexibility in the secondary system
Integration of various groups of students
Diversification of curriculum and teaching practice

7. The choice in action Five to six secondary schools in the city.
The local schools.
The schools in the north (the high social economic status)k
Information centre.
Organised transportation

8. The Sun of Marketing
Education is Rising
in Israel

9. Marketing the school - Why?
Stable
environment
Turbulent
environment

10. Research findings
No systematic and coherent marketing processes and strategies exist in schools.
There are different marketing orientations between schools in the north and schools in the south of Tel Aviv.
Emphases on relationship marketing and word-of-mouth in the eyes of the principals

11. Research findings 2
Marketing the high school to the students in the junior high school (in the same school) only by the low SES schools.
The local newspapers celebrate!!!
It is not marketing in its classic meaning
but a mix of educational values and new rules

12. Self-renewal appears in fields of
Professional obsolescence - updating
Psychology - renewal as a new start.
Psychiatry - medical process.
Leadership - self-renewing personality
Career development - a transitional stage

13. Elements of self-renewal
Internal reflection
Reframing of the existing perspectives
Searching for new opportunities and tasks
Enthusiasm and replenishing of internal energy
Professional updating

14. The assumed connection
Changes in
the schools’
environment
towards
a competitive
one
New role
demands
school identity
curriculum
self-managing
parent oriented
marketing
intimate mang’
leadership
The principal:
Do I want all this
I must change!!!
I better learn
I want to innovate
I feel renewed,
energized, elated
Quit