Abstract:

Studies carried out so far show that the number of universities is currently increasing in many countries, thus the number of students enrolled at individual universities is decreasing and thus competition for students is increasing among universities. Therefore, it is essential that schools gradually develop educational marketing. The terms "educational" and "marketing" can be combined into one phrase by applying methods and strategies in the area of each education level (primary school, high school, university). Expanding competition in the university education is pressing the universities to develop and improve more sophisticated marketing methods. The article deals with modern ways of educational marketing (Summer school “Little rescuer”, Open door day, etc.) spreaded at all education levels in the field of security and rescue services, that are realized by Faculty of security management at Univerzity of Žilina in Slovakia. Another type of marketing activity is applied and other marketing tools are used to each level of education. Those are tailored to the target group's age and abilities. The aim is to maintain the number of enrolled students in the every next academic year, increase the faculty's reputation and raise the interest and awareness of primary school pupils and high school students in the field of security, focusing on emergency services, security services, crisis management and critical infrastructure. The article summarizes the successful marketing activities within the last two years that have been organized at Faculty of security engineering at Univerzity of Žilina in Slovakia.

Keywords:

Marketing, security, primary schools, high schools, universities, students.