Date of Award


Document Type


Degree Name

Education (Ph.D)


Administrative and Instructional Leadership

First Advisor

Catherine DiMartino

Second Advisor

Randall F Clemens

Third Advisor

Stephen Kotok


Districts across the United States have embraced school choice as a means to improve educational outcomes. Independent and charter management organization backed schools have entered the public educational market in an attempt to provide parents with more educational options. The marketing and branding of public schools, both traditional and charter, has also increased as schools and districts compete to attract more students. Furthermore, in addition to this school system, the Catholic school system of New York continues to increase its competitive strive in enrollment. In New York City, there has been an increase in charter school applications and in the English language learner population. This instrumental case study examines how non-English speaking Latino families, who have children in Catholic schools, navigate high school choice process. Through observation, interviews, and document analysis, this study captures the different factors that influence this group of non-English speaking parent’s educational choices for their children who are enrolled in Catholic schools. Through navigational and resistance lenses, examination of school choice reform takes place with a focus on marketing, branding, and advertisement practices and their effects on equity. Findings from this study will inform educational leaders, at all levels, as to the access and information given to non-English speaking parents, including those in a different school system, with regards to school choice.

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