Strategic Leadership and Its Impact on the Marketing of Educational Services in Private Schools in the State of Kuwait

James Alexander Gordon on 10th December 2025



Author Information

Ayshah Al-Rabiah, Kuwait University, Kuwait
Meznah Al-azmi, Kuwait University, Kuwait

Abstract

This study investigates the extent in which private school principals in the State of Kuwait practice strategic leadership and examines its impact on the marketing of educational services. Employing a descriptive correlational approach, the research utilized a questionnaire administered to a purposive non-random sample of 95 principals (both male and female) from private schools across the state of Kuwait. The findings revealed that participants perceived a high level of strategic leadership practice among school principals, as well as a high level of marketing of educational services. No statistically significant differences were found in perceptions of strategic leadership or marketing practices based on gender. However, significant differences emerged based on job position (favoring principals), school type (favoring bilingual schools), and school gender composition (favoring schools that teaches both genders male and female). In the context of marketing educational services, significant differences were noted in relation to job level (favoring assistant principals), school type, and gender composition, with no significant differences based on gender alone. Furthermore, strategic leadership dimensions accounted for 47.5% of the variance in educational service marketing levels, indicating a predictive relationship. The study concludes with several recommendations, including the enhancement of strategic leadership practices through specialized training programs, the implementation of scientific and practical criteria for the selection of school leaders, and the development of integrated marketing strategies alongside improvements to educational infrastructure to bolster competitive advantage.


Paper Information

Conference: ACEID2026
Stream: Educational policy

This paper is part of the ACEID2026 Conference Proceedings (View)
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