School Marketing Strategy During the COVID-19 Pandemic


The COVID-19 pandemic is a health crisis currently engulfing the world and affecting – in some way – every aspect of human life. One key aspect that is significantly affected is the area of school marketing. Since the social distancing policies have prevented direct meetings between schools and prospective students, a new and effective marketing strategy is urgently needed to increase public interest. The current study was a systematic literature review on school marketing strategies adopted during the COVID-19 pandemic. All articles related to the school’s marketing strategy and published between 2016 and 2021 were obtained from Science Direct, DOAJ, and Of them, 30 articles were selected for the review. The following strategies were determined: (i) developing excellent school programs (26%); (ii) the use of Internet media as a source of school promotion (33%); (iii) building an effective relationship between schools and parents (23%); (iv) and the use of mix marketing (18%).

Keywords: COVID-19 pandemic, marketing strategy, school

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