The Marketization of K-12 Education

In mid-2012, I began working with Heather K. Olson Beal (my wife, an associate professor of education at Stephen F. Austin State University) on a series of papers on the marketization of K-12 education.

We are currently collecting data in a number of school districts on teacher perceptions of different school governance arrangements (that is, on different types of schools, such as public, charters, private non-religious, private religious, magnet, and immersion).

Here is what we’ve produced so far:

Olson Beal, H. K., & Beal, B. D. 2016. Assessing the impact of school-based marketing efforts: A case study of a foreign language immersion program in a school choice environment. Peabody Journal of Education, 91(1): 81-99. [Special Issue: The Role of Marketing in Public Education: Comparisons and Implications; Guest Editors: Heather K. Olson Beal, Chris Lubienski, and Mary “Molly” Stewart.]

Beal, B. D., & Olson Beal, H. K. 2013. Rethinking the market metaphor: School choice, the common good, and the National Football League. Journal of School Choice: International Research and Reform, 7(4): 471-497.

Beal, B. D., & Olson Beal, H. K. 2013. Chasing rainbows: A comment on school choice and the National Football League. Journal of School Choice: International Research and Reform, 7(4): 520-531. [invited response to published comments on our “Rethinking the market metaphor” paper]

Olson Beal, H. K., & Beal, B. D. 2015. Marketing K-12 education in a school choice environment: A qualitative study. Presented as of a Symposium entitled “The Role of Marketing in Public Education: Comparisons and Implications” at the 4th International Conference on School Choice & Reform, January 16-19, 2015, Ft. Lauderdale, FL.

Beal, B. D., & Olson Beal, H. K. 2014. Beyond the market metaphor: Linking choice to desired outcomes. Symposium. Presented at the 3nd Annual International School Choice & Reform Academic Conference, January 17-20, 2014, Ft. Lauderdale, FL.

Beal, B. D., & Olson Beal, H. K. 2013. Rethinking the market metaphor: School choice, the common good, and the National Football League. Presented at the Academy of Management 2013 Annual Meeting, Public and Non-Profit (PNP) division, Orlando, FL, August 9-13, 2013.

Beal, B. D., & Olson Beal, H. K. 2013. School choice and the market: Lessons from the National Football League. Presented at the 2nd Annual International School Choice & Reform Academic Conference, Ft. Lauderdale, FL, January 18-21, 2013.

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