Abstract:

Nowadays, the school's marketing becomes very a very actual issue. It is the result of not only new legislative amendments, conditions for the establishment of schools, but also opportunities to study abroad and that causes more competition and pressure on students and parents.

School marketing is a process whose main aim is to meet the needs of its customers (parents, pupils) while meeting the objectives of the school. It is a social concept of marketing management, which involves meeting the needs and to increase the prosperity of educational institution. Marketing of educational institutions consists of activities that aim to establish and maintain, or, if necessary, change attitudes and behaviour of the target audience for an educational institution. The educational establishment is to fulfill its basic tasks in the field of education, or in free-time activities, so it must be above all make market segmentation, education, choose your target market and create conditions for the determination of its market position. The next step is to develop its market segment efficiently and an effective marketing program in the form of a balanced marketing mix, which is in this case intended to create the desired response in its target market in the form of a sufficient number of prospective students, plenty of students and their orientation in accordance with accredited study programs.

School marketing should respond to formation of favorable public opinion, not only communication policy, but especially the quality of education; and offer the public good reputation, the introduction of quality management system.The condition for the development of effective marketing strategy model of educational institutions is to analyze the image of secondary schools, as well as to compare the image of private, state and church schools. It necessary that knowing the current state of implementation of marketing elements in creating a positive image of schools.

In our research activity we focused on the application of marketing strategy for secondary schools with implementation of elements of creativity by evaluation the image of pupils, teachers in selected secondary schools.The application of SWOT analysis is an important evaluation tool for evaluating the overall realized concept of effective marketing strategy in educational institutions to complement our research results using interference statistics (chi-square tests).

Keywords:

Educational institutions, Chi-Square Tests, Marketing strategy.