What is it about?
The teacher shortage is a national crisis, especially in special education. One strategy has been to design new teacher preparation programs, however many programs still struggle in attracting enough candidates. The use of marketing strategies within teacher preparation may be on strategy to begin building capacity across the nation. This paper examined teacher preparation programs using the seven elements of the Service Marketing Mix.
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Why is it important?
The teacher shortage has been a longstanding problem over the past 20-30 years. Rather than constantly looking at building new teacher preparation programs in hopes of attracting more people, this study provides a framework of how to implement marketing strategies to current programs and efforts. The use of marketing within the field of education may be one new avenue to increasing the teacher pipeline.
Perspectives
We hope this article provides a new vantage point and opens up opportunities for programs and institutions to capitalize on their current efforts to recruit more teachers. After personally experiencing rapid decline in teacher preparation enrollment, our department took a chance in developing a full-time recruitment position. This effort has allowed us to experience how marketing strategies can make positive change within program enrollment. We hope this article encourages other institutions to consider implementing similar strategies as a way to begin collectively tackling the longstanding teacher shortage.
Janet Chamberlin-Kim
University of Hawaii at Manoa
Read the Original
This page is a summary of: Alternative Teacher Preparation Programs: Examination Through a Marketing Lens, Rural Special Education Quarterly, July 2019, SAGE Publications,
DOI: 10.1177/8756870519860737.
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