The role of school and university teachers as part‐time marketers

The purpose of this paper is to analyse whether teachers can be described as part‐time marketers (PTM) and therefore their influence on the perception of their organisations' image.

In order to identify perceptions of students and their parents, a series of focus groups (ten) were developed. The resultant data were analysed using the NVivo software.

Teachers are identified as PTM within the educational context. Therefore, how students and their parents perceive their activity influences the image of quality of their educational institutions.

The limitations relate to qualitative approaches. This paper considers only the Spanish context.

Educational institutions need to stimulate their teachers to show a positive image. Adequate strategies for selection, training and motivation are necessary.

Teachers can be explicitly described as marketers. Implications are discussed at the end of the paper.