Improving the status and prestige of post-colonial secondary schools in a developing nation: The marketing approach

Abstract

In many countries of the Third World the structure of secondary education is dichotomized. On the one hand there are traditional grammar schools that predate decolonization, and on the other a new breed of schools has emerged during the period of political independence. Maintaining their traditional reputation for excellence, the grammar schools attract, but are not limited to, students demonstrating the highest levels of academic proficiency. They are the schools where children of the local élite are usually in attendance. The newer post-colonial secondary schools are usually attended by students of lower academic performance, the majority of whom come from lower class families. Post-colonial secondary schools lag far behind their traditional grammar school counterparts in academic performance. In Trinidad and Tobago some serious criticisms have been levelled against the newer post-colonial type of secondary schools. Their reputation and status in the local society have been low, and several efforts at melioration have been attempted by the Government, without much success. The paper therefore attempts three main tasks. It examines some of the major problems faced by post-colonial secondary schools in Trinidad and Tobago, critically reviews some of the efforts made by Government to improve the status and prestige of these schools, and suggests the strategy of marketing educational institutions as a means by which melioristic transformation of these institutions may be achieved. A speculative analysis of certain issues likely to be affected as a result of implementation of the marketing strategy concludes the paper.