Community Engagement as a Teaching and Learning Tool
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This paper outlines a model developed in partnership between a university and a state government education department. The model provides market information for school principals to develop their marketing plans. Under the new competitive public school environment of devolution it is imperative that schools shift focus from a traditional passive approach to a more proactive community centric marketing strategy- an unorthodox approach to education provision. This approach demands a shift from mainstream to innovative service delivery. The paper discusses the development of expertise in researching local community educational needs with a view to establishing long term, mutually beneficial relationships.