Technology in the Marketing Activities of Schools as an Example to Institutional Isomorphism
Technology in the Marketing Activities of Schools as an Example to Institutional Isomorphism

Summary/Abstract: The purpose of this study is to understand and explore the isomorphic changes in the private school chain sector in Turkey over the last five years regarding the effects of recent technology adoptions for school marketing activities. Qualitative research model was used and the two largest school chains were selected with concept sampling strategy. To collect data, we interviewed the chief marketing officers of the two selected school chains by using a semi-structured interview guideline. The data was analyzed by using content analysis. The results of the study provide a relatively new perspective based on the concept of institutional isomorphism to the use of technologies for marketing purposes (both as a marketing tool and a marketing product) in the private school chain sector. The results show that technology is a powerful marketing product,which is used by schools as a marketing strategy, as well. This eventually leads to convergence of learning environments indifferent schools. Technology is considered to be a powerful tool for marketing school’s activities, as well, and this power is acknowledged by both school chains. Similarly, use of technology as a marketing tool becomes an isomorphic force for the two competing schools.

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