From a business point of view these programmes can also assist businesses to create brand awareness, educate and build relationships, thus creating a future market for its products or services.
It is, however, important to understand that in order for this synergy to work, there needs to be a fine balance and that schools should not be exploited by simply camouflaging pure commercial motives with so-called 'educational value'.
Corporate school programmes or campaigns should first and foremost support the educational objectives of schools and not merely those of businesses. Cameron warns against putting the cart before the horse and says planning of learning programmes must start within the school's context.
The national curriculum should be the starting point when developing an education initiative for schools. Merely claiming that a programme, targeted at schools, has 'educational value' is not enough if that educational value is not rooted in the curriculum, does not support the learning that should take place or is distorted by direct, sales-driven commercialism.
Many educational school campaigns also do not provide educators with the necessary tools to incorporate their material in their lesson and evaluation plans or take the language and learner profile of schools into consideration. Not only could this lead to failure to learn and make it difficult to measure the learning impact of these initiatives, but from a business point of view it reduces 'buy-in' from schools since educators, who are often pressured for time, would rather opt for complete, and effective curriculum-based solutions.
Trained people with classroom experience in the curriculum, as well as knowledge of the development of children should be consulted and the right balance between business and educational value should be found.
The relationship between schools and the business sector is an important, but fragile one. Both businesses and schools should view this relationship as a privilege and not a right and understand that the freedom to interact does not come without responsibility.
