Prompted by your Cover Story “Class Facts” (MW March 21), and the letter which you printed from Hobsons Academic Relations, I would like to carry on the discussion of marketing in education.
Firstly, I also agree that many companies are currently not paying sufficient regard to marketing education as a key communications channel. However, I would contend that the most effective and efficient way of doing this is not through the use of resource materials which, as your contributor from Hobsons pointed out, run the risk of never being used in schools.
Rather, it is better for a company wishing to market in education to sponsor products which schools actually need but cannot afford, such as key IT hardware. This helps provide both the school with precisely what it needs and the sponsoring company with an excellent method of marketing, ensuring that no wastage occurs in a company’s marketing in education budget.