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EXTERNAL STAKEHOLDERS INVOLVEMENTS IN THE MANAGEMENT OF SCHOOL IMAGE AND INSTRUCTIONAL PROGRAMMES IN SECONDARY SCHOOLS IN RIVERS STATE OF NIGERIA - Sunday T. Afangideh and Ebere M. Aliezi

International Journal of Innovations in Education Development, Volume 7, Number 1, 2016
ISSN: 2226 - 8012

EXTERNAL STAKEHOLDERS INVOLVEMENTS IN THE MANAGEMENT OF SCHOOL IMAGE AND INSTRUCTIONAL PROGRAMMES IN SECONDARY SCHOOLS
IN RIVERS STATE OF NIGERIA

Sunday T. Afangideh and Ebere M. Aliezi
Department of Educational Management, Faculty of Education,
University of Port Harcourt, Port Harcourt, Rivers State, Nigeria


ABSTRACT
This study dwelt on external stakeholders involvements in the management of school image and instructional programmes in secondary schools in Rivers State of Nigeria. Two (2) research questions and 2 hypotheses were answered and tested in the study, respectively. The design for the study was the analytic descriptive survey,
with the population as the 527 public and private secondary schools in Rivers State of Nigeria, with a corresponding number of 527 principals, who were participants in the study, from where a sample of 264 was selected using the stratified random sampling technique. A validated 15-item instrument titled External Stakeholders Involvements in School Image and Instructional Programmes Management Scale (ESISIIPMS), with a reliability index of 0.84, designed by the researchers in the modified 4-point likert model was used for data collection. Mean, weighted mean and aggregate weighted mean were used in answering the research questions while z. test statistics were performed and used in testing the hypotheses at 0.05 level of significance. The findings of the study revealed that external stakeholders participate in the management of school image and instructional programmes. Consequently, it has been recommended that school administrators should provide the enabling environment for external stakeholders to continuously participate in school image management while also in conjunction with other school members should endeavour to provide opportunities for external stakeholders to continuously take part in the management of secondary school instructional programmes.
Keywords: External Stakeholders, Involvement, Image Management, Instructional Programmes Management

Introduction
The administration of education in Nigeria has undergone series of metamorphosis. This began with the period of family and community involvements and control of the educative process in what was termed ‘informal education’. In this phase, all adults, parents and known craftsmen were the major managers and implementers of the educative process as they connected their respective domains, in order to enhance the transformation of the family and community. However, with the colonization of Nigeria, formal education became the new instrument for societal transformation. But as a people, who already had a culture of education, formal education had to co-exist with informal education. It is on record that formal education came with colonialism and that it was introduced and managed by the missionary wing of the colonial establishment, for the major reason of producing junior cadre personnel, who were to serve the colonial interests in schools, churches, and colonial bureaucracies to ultimately forward the cause of colonization. Arising from the above, the school as an institution was administered without external inventions in terms image making (public relations), programmes of instruction, decision making, communication, funding, facilities management, in line with the mission and vision of the colonial establishment. Although critics of the colonial establishment among them Rodney (1972), Fafunwa (1980) and Kosemani and Okorosaye-Orubite (1995) seem to perceive colonial strides in education as anti-African, it is expedient to note that what they did centuries ago has brought us to where we are now, in terms of educational development. This may be explained in the fact that just as the colonialists are blamed for the present state of things in their former colonies. Wilmot
External Stakeholders Involvements in the Management of School Image and Instructional Programmes in Secondary Schools in Rivers State of Nigeria

(1979) and Igwe (2010) have documentary evidences on the role we (Africans) have played in the educational, social and political underdevelopment of our society. Therefore it becomes expedient to appreciate the fact that we began from somewhere.
          However, much later, community people, religious organizations and colonialists came together to manage schools. This was the case before 1960, when the colonialists stepped aside and the communities, churches and government took over to operate till 1970, when the state finally took over educational provision and management. Quite interestingly, with the publication of the national policy on education by the Federal Republic of Nigeria in 1977, the Federal Government welcomes private sector and community participation in educational provision and management. This caveat in the policy provision, deregulated educational management, thereby making it possible for individuals, agencies and governments to individually, or jointly provide and manage educational services. In the opinion of Obasi (2004), educational management is unlimited in scope but school managers chiefly involve themselves in the management of the educational environment, personnel, finance and material resources, instruction, decision making and communication. Apparently from the numerous changes and innovations in society, that have made in-roads into the school system, aspects of school management as originally conceived in Obasi (2004) have also changed. For the management of the school environment, Campbell (2008) has come up with image management while Aliezi (2015) prefers to see the management of instruction as instructional programmes management.
          From the foregoing discussion, it is deductible that the various interests here referred to as ‘stakeholders’, which the FRN (2013) accepts should provide and manage education should be involved in the various areas of school administration as Obasi (2004), Campbell (2008) and Aliezi (2015) enumerate. By stakeholders, we mean those internal and external interest protectors who are involved in the management of schools.        In line with the theses of the present study, the researchers are interested in the ways these externals should be involved in school administration, as it relates to image and instructional programme administration. These would constitute the concentration of further review. One area of school management that is vital for running successful schools is the question of managing the image of the school. Literary, image is a word that is open to many definitions or meanings. This may be explained in the fact that image is a word that has enjoyed wider applications in the fields of education, physical and medical sciences, humanities and management. As a result, meanings are attached depending on the orientations and dispositions of the particular scholars or perceptors. In order to put the records straight, there is need to make few presentations from some academic sources.
          According to Definition (2014), an image is the physical likeness or representative of a person, animal and the like. Put differently, Princeston’s WorldNet (2014), sees image as a general impression that something (a person or organization or product) presents to the public. It may also be seen as the way people, in general, think about somebody or something (Kernernem Dictionary, 2014). In yet another entry, Wikidictionary (2014), sees an image as a characteristics of a person, group or company, etc style, manner of dress, how one is or wishes to be perceived by others, just as Random House Websters College Dictionary (2014) prefers image as a general or public perception of a company, especially when achieved by calculation.
          An analysis of the various entries tends to show that not much has been done conceptually on the concept of image in the organizational world or that a different terminology may be used. However, going by the entries from Definition, Princeton’s Word Net, Kernegnen Dictionary, Wikidictionary and lately Random House College Dictionary, it is possible to present a valid conceptual working definition. This is that an image is the way and manner an individual organization presents itself and expects to be perceived by external persons. In order words, in talking about an organization, it is the culture of an organization, or put better, the reputation which an organization has earned for itself and which it is identified with.
          The foregoing propositional conceptualizations fit into an earlier description of school image as school culture by Ekpo (1990) and (1991). In another development, Campbell (2008),
International Journal of Innovations in Education Development, Volume 7, Number 1, 2016
ISSN: 2226 - 8012

while discussing mobilization, allocation and utilization of resources in higher education in Nigeria, mentions institutional culture, traditions and goodwill as a group of resources that need proper management in institutions of higher learning. For the scholar, these variables refer to the patterns of behaviour and tradition, which an institution grows with, that determines what other stakeholders and other units in the system have to say about it. In like manner, secondary schools can develop the same type of behavioural patterns and traditions, overall that can determine what people expect from them. To borrow from Campbell, it could be discipline or indiscipline, notoriety for cultism, good behaviour and strictness for maintaining standards, dress codes and so on. Therefore, school leaders must ensure that things are done in the right and positive ways that would bring positive reputations to the institution.
          In doing the fore-going, schools should or be assisted by its stakeholders to institute awards for best behaved students, undertake to give employment to best students of educational institutions, write letters of commendation to outstanding students and list their names in the school honours role, schools should be assisted to conduct programmes that keep alife the positive aspects of schools, apart from helping to attract projects to the schools that help in laundering the aesthetic and physical appearance of the schools. Campbell (2008), Ekpo (1990), Okwori and Ede (2012) and Akpawu (2013), mention stakeholders who do so to include Alumni Associations and for Abdulrahman and Omordu (2007) and Uche and Afangideh (2008), international agencies like United Nations Educational Scientific and Cultural Organization (UNESCO) and World Bank should also be involved.Whether external stakeholders assist schools in these ways are matters to be determined by the outcome of the study after empirical testing.
Another very important scope of management in education is the aspect of instructional management. Conceptually, instructional management connotes the efforts of a designated officer or officers to oversee the implementation of the school curricular. In the perception of Obasi (2004), this function should be the exclusive preserve of the school administrator. This position is in tandem with what Anwukah (1992) refers to as the social distance approach to community involvement in education. For Anwukah, the social distance approach emphasizes the role of the expert (the school staff) and undervalues the roles of non-expert from the community. It is no wonder, Obasi (2004) supports the use of other institutional variables like suitable and conducive environment, complimentary financial and instructional set-up, coupled with well qualified and harnessed personnel as those who make the management of instructional programmes easy. These views expressed by Anwukah and Obasi may be responsible for the strong backing to the view, which assumes that the incursion of the community into the school can only lead to lowering of standard, because community people have no professional training.
          Ironically, the Federal Republic of Nigeria (2013) welcomes private and community participation in educational provision and management without any exception. Apart from this policy provision, external groups and individuals have been involved in the instructional process since the introduction of western education in Nigeria. After all, the use of traditional rulers and known craft men as resource persons did not start yesterday. Therefore, external groups and individuals can take part in the management of school instructional programmes.
          In the presentations by Okworo and Ede (2012), individuals external to the schools, but who have vested interests like the parents do the following:
i.              Helping children to work at home
ii.             Volunteering to help in teaching in the classrooms
iii.            Providing after school programmes
iv.           Providing counseling services
v.            Providing lands for school farms
vi.           Allowing local professionals to demonstrate their skills and knowledge to the school community

vii.          Allowing literate and experienced retired parents to offer teaching services where teachers are lacking
viii.         Providing information and data requirement for researches based in schools
External Stakeholders Involvements in the Management of School Image and Instructional Programmes in Secondary Schools in Rivers State of Nigeria

ix.           Prominent member serve the school as resource persons
x.            The content of school programmes are obtained from communities
Apart from the above entry from Okwori and Ede (2012), it is noteworthy that Adegun (2008) reports that Ekiti citizens in Canada, recently donated a large number of books for the development of the university library. These and others are areas external stakeholders should involve themselves in school administration.

Statement of Problem
Traditionally, the task of managing schools rests on the shoulders of the school administrator, whose job it is to manage the school environment, image, curriculum, decisions, communication, finances and materials resources. Contrary to this, Nigeria’s national policy on education welcomes private sector and community participation in the provision and management of educational services at all levels. This caveat, theoretically, represents a deregulation in educational provision and management and practically translates to a relaxation of control that gives birth to decentralization, breakage of monopoly and privatization. Consequently, individuals, groups, agencies and governments on meeting the requirements of the regulatory agencies of government, unilaterally, in partnership or jointly provide and manage educational services in the interests of the clients (students) and society.
          Surprisingly, joint and partnerships in educational provision and management by the various interest groups seem to be responsible for the numerous conflicts between stakeholders and school administration as the latter seems to belief that external interventions in school administration are encroachments into their domains by the former. This scenario is not at all healthy for the growth of the school system and society. Therefore, it becomes imperative that efforts should be made to find solutions to the psychological and practical conflicts between the contenders by determining the dimension of involvements in school administration by external stakeholders.

Aims and Objectives of the Study
          The study examined external stakeholders involvements in the management of school image and instructional programmes in secondary schools in Rivers State of Nigeria. Specifically, the study sought to:
1.    As certain how external stakeholders are involved in the management of secondary school image in Rivers State of Nigeria.
2.    Establish how external stakeholders are involved in the management of secondary schools instructional programmes in Rivers State of Nigeria.
Research Questions
The following research questions were answered in the study:
1.    How are external stakeholders involved in the management of secondary school image in Rivers State of Nigeria?
2.    How are external stakeholders involved in the management of secondary school instructional programmes in Rivers State of Nigeria?

Hypotheses
The following hypotheses were tested in the study at 0.05 level of significance.
Ho1:    There is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school image in Rivers State of Nigeria.

Ho2:    There is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria.

International Journal of Innovations in Education Development, Volume 7, Number 1, 2016
ISSN: 2226 - 8012
Methodology
The design for the study was the descriptive survey. This made it possible for data to be collected and explained as they occurred just as testing hypotheses on some variables of the study and inferring the results on the population was ensured. The population was the 527 public and private secondary schools in Rivers State of Nigeria, with a corresponding number of 527 principals (247 from public schools & 280 from private schools). From 527 principals, 264 (representing 80% of the total number) was selected as sample, using the proportionate stratified random sampling technique. This sample responded to a validated 15 – item instrument titled ‘External Stakeholders Involvements in School Image and Instructional Programme Management Scale (ESISIIPMS)’ with a reliability index of 0.84, designed by the researchers in the modified likert scale model. Mean, weighted mean and aggregate weighted mean were used in answering the research questions while z. test statistics was used in testing the hypotheses at 0.05 level of significance.


Results
The results of the study came from the answers to the research questions and results to tests of hypotheses, thus:
Research Question 1: How are external stakeholders involved in the management of secondary school image in Rivers State of Nigeria?

Table 1:         Mean Responses of Public and Private Secondary School Principal on How External Stakeholders are Involved in the Management of Secondary Schools Image in Rivers State of Nigeria.
S/N

MEAN RESPONSES
Remarks
SD1
SD2
1
Friends of the school have instituted awards for best graduating students.
2.90
0.82
2.90
0.82
2.90
Agreed
2
External stakeholders have instituted awards for students who behave well in the school.
2.86
0.73
2.87
0.74
2.87
Agreed
3
Your students have been offered jobs by school friends on the basis of their performances.
3.01
0.86
2.84
0.73
2.84
Agreed
4
Community members write letters to commend students with good behaviours.
2.96
0.84
2.86
0.73
2.86
Agreed
5
Your students have received honours from the school community.
3.02
0.87
2.75
0.70
2.75
Agreed
6
Community people assist schools to organize programmes that launder the image of the school.
2.86
0.73
2.89
0.75
2.89
Agreed
7
External interest groups assist school to get modern buildings that beautify the school.
2.97
0.87
2.69
0.69
2.69
Agreed

Criterion =2.50
2.94
0.82
2.83
0.74
2.83
AAgreed
Legend                                                                                              Scale
= Mean: Public Secondary School Principals                                   1.00 – 2.49 – Disagreed
= Mean: Private Secondary School Principals                                 2.50 – 4.00 – Agreed
SD = Standard Deviation
 = Weighted mean
A = Aggregate Weighted Mean

Data on Table 1 show that all the items (1 – 7) had weighted mean scores above the criterion mean of 2.50, and were adjudged as how external stakeholders are involved in the management
of secondary school images in secondary schools in Rivers State of Nigeria. In summary, with an aggregate weighted mean of 2.83, above the criterion mean of 2.50, public and private secondary school principals agreed that external stakeholders are involved in the management of secondary school image by instituting awards for best graduating students, instituting awards for well-
External Stakeholders Involvements in the Management of School Image and Instructional Programmes in Secondary Schools in Rivers State of Nigeria

behaved students, offering jobs to graduating students on the basis of their performances, writing commendation letters to students with good behaviours, giving honours to students, assisting schools to organize programmes that launder the image of the schools, and assisting schools to get modern buildings that beautify the schools.

Research Question 2: How are external stakeholders involved in the management of secondary school instructional programmes in Rivers State of Nigeria?
Table 2:         Mean Responses of Public and Private Secondary School Principals on How External Stakeholders are involved in the Management of Secondary Schools Instructional Programmes in Rivers State of Nigeria.
S/N

MEAN RESPONSES
Remarks
SD1
SD2


28
External stakeholders involve themselves in school administration by:
Helping children to complete home assignments.
2.83
0.80
2.71
0.71
2.77
Agreed
29.
Volunteering to help in teaching in the classes.
2.90
0.85
2.70
0.70
2.80
Agreed
30.
Provision of out of school academic programmes for students.
2.74
0.73
2.71
0.71
2.72
Agreed
31.
Provision of land for school demonstration farms.
2.91
0.85
2.62
0.60
2.76
Agreed
32.
Allowing local professionals to demonstrate their skills in schools.
2.67
0.65
2.67
0.62
2.67
Agreed
33.
Literate community members serving as teachers in schools.
2.93
0.86
2.73
0.72
2.83
Agreed
34.
Providing information for school research efforts.
2.77
0.74
2.71
0.71
2.74
Agreed
35
Donation of books for school libraries.
2.80
0.79
2.58
0.62
2.69
Agreed

Criterion =2.50
2.82
0.78
2.67
0.67
2.75
AAgreed
*        The legend and scale for Table 1 applies
Data on Table 2 show that all the items (28 – 35) had weighted mean scores above the criterion mean of 2.50 and were agreed on as how external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria. In summary, with an aggregate weighted mean of 2.75, above the criterion mean of 2.50, public and private secondary school principals agreed that external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria by helping children to complete home assignments, volunteering to help classes, provision of out of school academic programmes for students, provision of land for school demonstration farms, allowing local professionals to demonstrate their skills in schools, literate community members serving as teachers in schools, providing information for school research efforts and donation of books for school libraries.  Ho1:          There is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school image in Rivers State of Nigeria.   

Table 3: Summary of z. test Analysis on the Responses of Public and Private Secondary Schools Principals on How External Stakeholders are Involved in the Management of Secondary Schools Image in Rivers State of Nigeria 
Subject
N
SD
Cal. z.
z-crit
df
Result
Public secondary school principals 
121
2.94
0.82
1.10
1.96
257
Not significant (accept)
Private secondary school principals 
138
2.83
0.74
Legend
N – Number of respondents
 - Mean
SD – Standard Deviation
Cal. z. – Calculated z – value
z. crit – z – critical value
df – degree of freedom

International Journal of Innovations in Education Development, Volume 7, Number 1, 2016
ISSN: 2226 - 8012

Data on Table 3 show summaries of subjects, means, standard deviations, and z. test of difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school image in Rivers State of Nigeria. The z. test value, calculated and used in testing the hypothesis stood at 1.10, while the z. critical value stood at 1.96, using 257 degrees of freedom at 0.05 level of significance.
          At 0.05 level of significance and 257 degrees of freedom, the calculated z. value of 1.10 is less than the z. critical value of 1.96. This shows that there is no significant difference between the mean ratings of the respondents. Based on the above observations, the researchers were constrained to retain the null hypothesis that there is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school image in Rivers State of Nigeria.

Ho2:    There is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria.

Table 4:           Summary of z. test Analysis on the Responses of Public and Private Secondary Schools Principals on How External Stakeholders are Involved in the Management of Secondary Schools Instructional Programmes in Rivers State of Nigeria. 
Subject
N
SD
Cal. z.
z-crit
df
Result
Public secondary school principals 
121
2.82
0.78
1.67
1.96
257
Not significant (accept)
Private secondary school principals 
138
2.67
0.67
*        The legend for Table 3 applies.

Data on Table 4 show summaries of subjects, means, standard deviations and z. test of difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school instructional programmes in Rivers State. The z. test value, calculated and used in testing the hypothesis stood at 1.67, while the critical z. value stood at 1.96, using 257 degrees of freedom at 0.05 level of significance. At 0.05 level of significance and 257 degrees of freedom, the calculated z. value of 1.67 is less than the critical z. value of 1.96, implying that there is no significant difference between the mean ratings of the respondents. In the light of the above observations, the researchers retained the null hypothesis that there is no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria.

Discussion of Findings and Implications
External Stakeholders Participation in the Management of School Image
The first finding of the study is that external stakeholders are involved in the management of school image by instituting awards for best graduating students, instituting awards for best behaved students, offering jobs to graduating students on the basis of their performances, writing commendation letters to students with good behaviours, giving honours to students, assisting schools to organize programmes that launder the image of the schools, and assisting schools to get modern buildings that beautify the schools. This finding agrees with Campbell (2008), Ekpo (1990), Okwori and Ede (2012), Akpakwu (2013), and Uche and Afangideh (2008). This researchers and scholars establish that external stakeholders in school affairs are involved in the management of school image. This implies that much of what people hear about secondary educational institutions in Rivers State of Nigeria also stem from contributions from outside the schools. However, that a corresponding third finding from hypothesis testing found no significant difference between the mean ratings of public and private secondary school principals on how external stakeholders are involved in the management of school image is a matter to be handled in another research. This insignificant difference observed in the mean ratings of the respondents may be due to the rigorousness of the statistical procedures adopted in the analysis of data and does not in any way invalidate the fact that external stakeholders are involved in the management of school image.

External Stakeholders Involvements in the Management of School Image and Instructional Programmes in Secondary Schools in Rivers State of Nigeria

External Stakeholders Participation in the Management of Secondary School Instructional Programmes
            The second finding of the study is that external stakeholders are involved in the management of secondary school instructional programmes in Rivers State of Nigeria by helping children to complete home assignments, volunteering to helping children in classes, provision of out of school academic programmes for students, provision of land for school demonstration farms, allowing local professionals to demonstrate their skills in schools, literate community members serving as teachers in schools, providing information for school research efforts and donations of books for school libraries. This finding agrees with Okwori and Ede (2012), and Adegun (2008). A possible explanation for this trend may be in the fact that school administrators who responded to the instruments have made use of these external stakeholders in the management of school instructional programmes. This implies that the successes recorded in the management of school instructional programmes may not be unconnected with the supports the schools get from external stakeholders.
            Quite contrary, a corresponding fourth finding got from hypothesis testing found no significant difference between the mean ratings of public and private secondary school principals on the ways external stakeholders are involved in the management of secondary school instructional programmes. As expected, the finding is at variance with Okwori and Ede (2012) and Adegun (2008). But, one cannot explain why there is this insignificant difference apart from the fact that rigorous statistics was employed in the analysis of data. Also, it is on record that the management of school instructional programmes have been the combined efforts of schools and their environments. These environments are where the stakeholders reside.

Conclusion
            Based on the findings of the study, it is concluded that external stakeholders show genuine interest in the management of school image and instructional programmes in their best interests and that of the school and society despite some societal and institutional inhibitions.

Recommendations
            In the light of the findings and conclusion of the study, it is recommended as follows:
1.      School administrators should provide the enabling environment for external stakeholders to continuously involve themselves in school image management.
2.      School administrators should in conjunction with other school members endeavour to provide opportunities for external stakeholders to continuously take part in the management of secondary school instructional programmes.

References
Abdulrahman, Y. M. & Omordu, C. (2007).A review of the role of UNESCO in revitalizing education in Nigeria (2000-2004).African Journal of Education and Development Studies, 4(17), 150-165.

Adegun, O. A. (2008). Finance mobilization for Nigerian universities. In J. B. Babalola, L. Popoola, A. Onuka, S. Oni, W. Olatokun & R. Agolohor (Eds.). Revitalization of African Higher Education (2-
11). Ibadan: Higher Education Research and Policy Networks/Post Graduate School, University of Ibadan.

Akpakwu, S. O. (2012). Human resources management in educational organization. Makurdi: Eagle Prints.

Aliezi, E. M. (2015). External stakeholders participation in secondary school administration in Rivers State. Unpublished M.Ed Dissertation, Department of Educational Management, University of Port Harcourt.

Anwuka, T. G. (1992). Community participation in educational decision making in Nigeria: The gap between philosophy and practice. Journal of Education, 1(2), 126-139.

Campbell, O. A. (2008). Mobilization, allocation and utilization of resources in higher education in Nigeria. In J. B. Babalola, L. Popoola, A. Onuka, S. Oni, W. Olatokun &R. Agholahor (Eds.). Revitalization

International Journal of Innovations in Education Development, Volume 7, Number 1, 2016
ISSN: 2226 - 8012

 of African higher education (19-89). Ibadan: Higher Education Research and Policy Network/Post Graduate School, University of Ibadan.

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Ekpo, O. E. (1990). Introduction to curriculum: Uyo: MEF.

Ekpo, O. E. (1991). Perspectives on curriculum. Calabar: Edigraph. Communication.

Federal Republic of Nigeria (2013).National policy on education.Abuja: Nigeria Educational Research and Development Council.

Igwe, S. C. (2010). How Africa underdeveloped Africa.Port Harcourt: Africa Society for Social Pathology.

Kernernen Dictionary (2014). Definitions of image.Retrieved November 10, 2014 from http://www.defintion.net/defintion/image.

Kosemani, J. M. & Okorosaye-Orubite, A. K. (1995).History of Nigerian education: A contemporary analysis. Port Harcourt: Abe Publishers.

Obasi, F. N. (2004). Nature and scope of educational management. In P. O. M. Nnabuo, N. C. Okorie, O. G. Agabo& L. E. B. Igwe (Eds.). Fundamentals of educational management (1-19).Owerri: Versatile.

Okwori, A. & Ede, S. (2012). Management issues in education: Makurdi: Aboki.

Princeton’s Word Net (2014). Definition of image. Retrieved December 6, 2014, from definition.netSTANDS4LLC.

Rodney, W. (1972).How Europe underdeveloped Africa. Abuja: Penaf Publishing.

Uche, C. M. & Afangideh, S. T. (2008). International agencies participation in the management of education for sustainable development in the Niger Delta.Nigerian Journal of Educational Administration and Planning 8(3), 187 – 201.

WikiDictionary (2014).Definition of image: Retrieved October 05, 2014, from definition.netSTANDS4LLL.

Wilmot, P. (1979). In search of nationwood: The theory and practice of African nationalism. Ibadan: Lantern Books

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International Journal of Research and Development Studies Volume 7, Number 2, 2016 ISSN: 2056 - 2121 BRAND ORIENTATION AND MARKETING PERFORMANCE OF DOMESTIC AIRLINE OPERATORS IN NIGERIA Paul M. Nadube and J.U.D. Didia Department of Marketing, Faculty of Management Sciences Rivers State University of Science and Technology, Port-Harcourt, River State, Nigeria Email: pnadube@yahoo.com                                                             ABSTRACT The purpose of this study is to examine the association between brand orientation and marketing performance of domestic airline operators in Nigeria. The study adopted the structured questionnaire to obtain responses from bot...