Marketing awareness among trainee teachers in further education

Operating within a qualitative paradigm, this research examines awareness of and attitudes toward marketing concepts among a class of eight trainee teachers. The research methodology required the students to produce individual and group concept maps (two groups of four) entitled 'educational marketing' and the process was closely monitored. After consideration of information on the Marketing environment, planning, strategy and mix and extracts from a range of articles, another individual concept map was produced. Comparative data was compiled, arising from the maps, group transcripts and classifications of terminology suggested by the participants. Findings indicated that whilst individual progress was influenced by group dynamics, all trainees improved their awareness of Marketing concepts and their applications within the educational sector. The least aware in the group made most progress, hence all trainees arrived at a similar point as a result of the session. Awareness can be assessed with less ambiguity than attitude and creates a platform on which to base further research. The value of this research is twofold: * It suggests a starting point for research into attitude formation and change with regard to marketing applications in the educational sector. # The outcome of such research can help inform training provision, not just within education but in all public sector contexts.