How do you promote | market your IB programme?
Communicating the value of an IB education to parents and families
Parents need to understand what makes an IB education distinctive and why it matters for their children. Yet explaining its value is not always straightforward. The language of the IB can be familiar to educators but less meaningful to families, while school communications can too easily focus on programme structures, terminology, examinations and qualifications.
School leaders and board members have an important role in helping parents see the bigger picture: what an IB education offers, how it shapes their children's learning and development, and what makes the experience distinctive.
The pages that follow will help school leaders to:
- Articulate the IB value proposition: explain what distinguishes an IB education and why it matters to students and families.
- Communicate the value of each programme: make a compelling case for the PYP, MYP, DP and CP, recognising the distinctive contribution of each.
- Connect the programmes: show how learning develops across the IB continuum without presenting one programme simply as preparation for the next.
- Engage parents and families: address the questions and priorities that matter to families at different stages of their children's education.
Ultimately, schools need to be able to explain not simply what programmes they offer, but why an IB education is worth choosing.
This page provides you with key reasons for choosing an IB education that you can use in your own promotional material. The pages which follow focus on each of the IB programmes.
What makes an IB education distinctive?
The IB offers more than a curriculum or a route to academic qualifications. Its value lies in developing young people who have the knowledge, skills and dispositions to thrive, pursue their aspirations and make a positive difference in the world. School leaders can communicate this through six key propositions:
1. Inspiring curiosity and lifelong learning
- Students are encouraged to ask questions, investigate, explore ideas and make connections.
- They develop a love of learning, intellectual curiosity and the confidence to pursue new challenges.
- Learning goes beyond acquiring knowledge to developing understanding.
2. Combining academic ambition with whole-person development
- High academic expectations sit alongside intellectual, social, emotional and physical development.
- Students develop their individual strengths, interests and potential.
- Learning extends beyond examination results to prepare students for life.
3. Developing skills to thrive in a changing world
- Students develop critical thinking, creativity, communication, collaboration and research skills.
- They become increasingly independent, adaptable and reflective learners.
- They learn to manage themselves, make informed decisions and approach unfamiliar challenges with confidence.
4. Building international-mindedness and multilingualism
- Students develop an understanding of their own identities, languages and cultures, while appreciating those of others.
- They learn to consider different perspectives, show empathy and respect differences.
- They connect local and global issues and develop the understanding needed to live and work constructively with others.
5. Developing purpose, responsibility and the capacity to make a difference
- Students connect their learning with real-world issues and experiences.
- They are encouraged to take action, contribute to their communities and consider their responsibilities.
- They develop the dispositions to become compassionate leaders and contribute to a better, more peaceful and sustainable world.
6. Creating a community of learners
- Students, teachers and families are part of a community committed to learning and continuous development.
- Teachers benefit from a global professional learning community, shared expertise and opportunities for professional growth.
The IB advantage: a challenging and recognised education that develops the whole person, provides opportunities to pursue individual interests and aspirations, and equips young people for further study, future careers and life beyond school.
Resource Bank
Use the Scavenger hunt protocol to carry out research. Use the resource bank of material provided below.
IB Videos
This video was produced to celebrate their 50th birthday in 2018. It is a good introduction to their impact. The following video was commissioned to celebrate their 50th birthday:
The IB produced this short statistical video to celebrate their 52nd birthday in 2020.
Explore the IB's video library for engaging ways to introduce the IB experience and help your school community understand and communicate its value. It contains short videos from IB schools around the world.
IB Website
The IBO website has a number of useful PPT presentations that you may wish to use.
- A helpful overview of the IBO is What you need to know about the IB.
- There is also a General presentation on the Diploma Programme to be used with parents
- The Facts and figures section provides you with up-to-date statistical information about IB programmes and a link to a country by country search.
The IBO website has a whole section on the benefits of the IB:
- Benefits for schools
- Benefits for students
- Benefits for teachers
- Benefits for group of schools
- Benefits for universities
- IB as a district or national curriculum
- Comparing the IB with other qualifications
- Research about the effectiveness of an IB education
Five ways to increase student recruitment: This whitepaper outlines key strategies to boost student recruitment by addressing challenges schools face. It highlights how offering IB’s focus on mental health and resilience can attract students, while also preparing them for future careers through its Diploma and Career-related programmes. The global recognition of IB qualifications appeals to international families, and its curriculum’s relevance to real-world issues like sustainability engages students. Furthermore, the IB’s emphasis on community service aligns with modern values, helping schools differentiate themselves in a competitive education market.
Nils Remmell’s article, “Would you like whipped cream with that? Why traditional international schools must rethink their value story.” is a useful article for school leaders because it challenges them to think carefully about how they communicate the value of their education in an increasingly competitive market. It highlights the importance of understanding changing parent expectations, articulating a distinctive value proposition and providing evidence of impact. It also reinforces the opportunity for IB World Schools to demonstrate that their offer extends beyond academic results to include personal growth, wellbeing, critical thinking and the development of skills for life.