“Knowledge of student segments, stakeholder groups, and market segments allows your organization to tailor listening and learning strategies and offerings; to support and tailor your marketing strategies; to develop new educational programs, offerings,, and services; and to ensure organizational sustainability” (Baldrige National Quality Program, 2007, p. 45). In my case study school we have several stakeholder groups including, but not exclusively, Parent Teacher Student Association (PTSA), Norwood Norfolk Teachers Association (NNTA), students, and Civil Service Employees Association (CSEA). The PTSA is made up of parents, teachers, and students. The PTSA purpose it to promote the welfare of children, raise the standards of home life, bridge the gap between home and school, and encourage parents and teachers to work together. The NNTA stakeholders are teachers, nurses, and classroom assistants. Their role is to provide a safe, secure environment where learning takes place for children. They are the certified stakeholders and they participate in the decision making process on a day-to-day basis. The CSEA stakeholders are the bus drivers, custodial staff, classroom aides, cafeteria employees, and all others not requiring certification. Their role is to provide a safe environment for everyone within the school setting and be part of the decision making process which relates to performance of duties.
Student Segment Groups
Student segment groups are just as important as adult groups. In my case study school some of the student segment groups are Honor Society, Student Council, Language Club, Key Club, Yearbook Club, Drama Club, Varsity Club, Sports Teams, and Mock Trial. All extra clubs or activities at the high school level require an adult sponsor and administrative approval to join. At the elementary and middle level all are encouraged to join, but joining is by choice. All clubs and sports teams must follow all school rules and are held to a higher level of behavior expectancy because they are in leadership roles. In order to maintain club participation high school students must be passing all classes. If their grades drop below passing they are put on probation and must not attend their sport events or club meetings until grades are improved. This is great motivation for students and gives teachers leverage.
Analysis of Key Requirements
Key requirements of both stakeholder groups and student groups are different. For the stakeholder groups key requirements often require certification, or specific criteria to be part of that group. For example, to be a stakeholder in NNTA certification is mandatory, either as a teacher, nurse, or assistant, as well as a school employee. They pay union dues and follow the union contract as well as school policies and individual job descriptions. The members of this group deliver instruction to students, are involved in extracurricular activities, and have a large...