Abstract:

Education is understood as a set of activities that aim to develop students' potential and help them fully develop it. Great importance is attached to activities that enable students to gain direct experience and support their self-expression in the interest of the process of personal self-discovery.

The educational process is complex and dynamic, based not only on the professionalism of the educator but also on the active involvement of students. However, activating a student for an independent task cannot be achieved by meeting specific standards, orders or prohibitions but by motivating, encouraging and assigning problematic tasks.

Activation in general means arousing directing the activity of students, in the intentions of the goals of the educational process, society and the individual. Activating methods are procedures that guide the educational process so that its goals are achieved mainly based on students' own work, emphasising the development of their key competencies.

This paper aims to use the results of student activation to create a tool for other students that can be used in the educational process. Emphasis is placed on activating students in solving a specific academic task in the subject of Marketing. A specific academic task, in this case, is the creation of PESTLE analysis, which summarises the political, economic, social, technological, legislative and environmental aspects of the marketing environment.

The paper's aim will be achieved by defining related theoretical concepts and analysing, comparing, and extracting data from five PESTLE analyses created by students from five different foreign universities. The result is the creation of a universal framework for creating PESTLE analysis.

Another finding is that the quality and length of the performed PESTLE analysis is related to the achieved study results of the student in the subject of Marketing. It follows from the above that completing the course Marketing has contributed to increasing the success of the solution of the educational task. This statement is also based on the evaluation of students who highlighted the subject's professionalism, timeliness, usability, interest, and comprehensibility.

A deeper study of the impact of the quality of the teaching process on the success of student activation was identified as the subject of follow-up research.

Keywords:

Education, student activation, marketing, marketing environment, PESTLE, framework.