Journal of Education and Educational Development

1-29

Authors: Rida Zehra, Anam Bilwani

The primary purpose and objective of this study was to examine and compare the perceptions of teachers in elite and mediocre schools in Karachi. The secondary objectives included comparing the use of technology in classrooms by teachers and the challenges and barriers that they face in the integration of technology. This study was designed as a small-scale exploratory pilot study using the qualitative approach to address the research questions. To achieve the objectives, eight teachers from eight different schools of Karachi were surveyed through email. Four of these schools fell in the category of elite schools, while the other four fell in the category of mediocre schools. The research instrument was a self-developed open-ended questionnaire, which that was emailed to the research participants. The results of the study revealed key insights into the use of technology, perceptions of teachers towards the use of technology, and various barriers that they face in technology integration in the classrooms. The study found that the perceptions and attitudes of teachers of both elite and mediocre schools were favourable towards technology integration; however, due to lack of resources, especially in mediocre schools, implementation of technology in classrooms was a challenge.

52-73

Authors: Samer Iqbal

This study mainly focuses on the insights of a private school’s head pertaining to the use of digital media in educational marketing. The qualitative research paradigm was chosen for this study and in depth phenomenological interview was conducted from a head of a private school. Two themes were extracted from the data: Marketing educational services through digital media and its challenges, and digital media tool for marketing education services. The study revealed that the school head perceived the digital media to be cost-effective marketing strategy that was multidimensional and value-driven, but due to lack of awareness, skills, attitude, and sense of maturity among stakeholders, digital media was ignored and was not much used as a cost-effective marketing tool. Nevertheless, it is proposed that by hiring marketing personnel to promote services professionally, by aligning their strategies according to the demands of their customers, and by inviting customers’ voice on digital platforms, digital media can become a cost-effective and a valuable tool for mercerization of education.

100-122

Authors: Irfan Raza

This study examines the education career change behavior of male and female students. Factors like current trends, own preferences, parental pressure, and career counselors can influence their career adoption. Quantitative method research design was conducted for the study and a sample of 268 students was taken: 145 female and 123 male students, from different public and private universities of Islamabad. Purposive sampling technique was applied for selection as respondents were those who had changed their career path during their educational life. The results showed that current and prevailing trends, one’s own decisions, and career counseling affect the choice and adoption of educational career, but parental influence does not influence education career change decision. Results are nearly similar for both genders, but male are more satisfied with education career change as compared to female respondents.