The mechanisms of academic distinction of the best students, such as the Honours Boards of Excellence and Value, emerge in Portuguese state schools as important institutional management strategies for promoting the school image and attracting the best students. This is what the authors propose to discuss, and that they identify as being a new form of accountability—the educational marketing accountability. In other words, at the theoretical level, this article intends to explore the relationship between the results obtained by students, the promotion of academic excellence and a new form of accountability in the Portuguese non-higher education system. The empirical focus was the analysis of the institutional marketing strategies of management adopted by the head teachers and their impact on the school choice by the students. The authors used data from a questionnaire applied to students from four secondary schools who were asked to complete, interviews with head teachers and content analysis of documents from most Portuguese schools with academic distinction rituals. The research confirms the obsessive centrality of academic results in the daily management of schools; simultaneously, the distinction of the best students is an institutional marketing strategy that influences the choice of school, projects a desired social image and further reinforces the performance and leadership style of the head teachers.

中文翻译：

---

葡萄牙公立学校优秀学生的区分作为教育营销问责制的策略

最优秀学生的学术区分机制，例如卓越和价值荣誉委员会，在葡萄牙公立学校中出现，作为提升学校形象和吸引最优秀学生的重要机构管理策略。这就是作者提议讨论的内容，他们认为这是一种新的问责制形式——教育营销问责制。换句话说，在理论层面，本文旨在探讨葡萄牙非高等教育体系中学生取得的成绩、促进学术卓越和新形式的问责制之间的关系。实证重点是分析班主任采取的管理体制营销策略及其对学生择校的影响。作者使用了来自四所中学的问卷调查数据，这些数据来自要求完成的四所中学的学生，对校长的采访以及对大多数具有学术区分仪式的葡萄牙学校文件的内容分析。研究证实了学术成果在学校日常管理中的强迫性中心地位；同时，优秀学生的区分是一种制度营销策略，它影响学校的选择，塑造理想的社会形象，进一步强化校长的绩效和领导风格。研究证实了学术成果在学校日常管理中的强迫性中心地位；同时，优秀学生的区分是一种制度营销策略，它影响学校的选择，塑造理想的社会形象，进一步强化校长的绩效和领导风格。研究证实了学术成果在学校日常管理中的强迫性中心地位；同时，优秀学生的区分是一种制度营销策略，它影响学校的选择，塑造理想的社会形象，进一步强化校长的绩效和领导风格。