Selección de centro, comunicación y concepto de calidad

Résumé

This article comments on certain aspects relating to how parents select schools for their children. The educational scene in the last decade has changed considerably. Low birthrates, an excess of offer, competition, conservative politics, financial restrictions, and other factors have brought about the development of an "educational market" in which schools advertise their offer and "clients" select or "purchase" the educational model that most interests them. Faced with this situation, what criteria do parents follow when selecting a school for their children? In the article we provide data on indicators and variables that families use to reach a decision. Finally, we confront the complex subject of marketing, publicity, and internal and external communications in schools