MS4-Marketing in adult education 2300-MS4-OED-MK
Classes are divided into two blocks.
The first block includes classes aimed at acquiring by students the knowledge and skills related to the following areas:
1. The essence of marketing in adult education
(company orientation on the market, the essence of marketing - classic and modern approach, evolution of marketing, social marketing)
2. Marketing environment of an educational enterprise
(macro and micro surrounding of the company, introduction to advanced SWOT analysis of an educational enterprise)
3. Consumer's behavior on the market of educational services
(simple and complex models of consumer behavior, factors conditioning consumer behavior, consumer decision-making process)
4. Product and price
(product strategy, product structure, product life cycle on the market, new product development, features of educational services, objectives of the pricing strategy, methods of setting prices of services)
5. Market segmentation
(what is the segmentation of the market and who is buying the product, conditions of effective segmentation, stages of choosing the target market)
6. Promotion
(place and role of promotion, instruments and program for the promotion of educational institutions on the commercial market, public relations (PR), direct marketing in education, advertising, advertising perception, promotional program design)
7. How to set up your own company?
Constructing the full marketing and formal plan of student's own enterprise
The second block includes classes on which students present in a form of presentation using any tools their own project of the company along with a description of the target market, elements of the marketing mix with special emphasis on promotion, unique product design and elements of marketing strategy
Type of course
Course coordinators
Learning outcomes
Knowledge:
Student:
1. Knows the basic terminology with marketing of educational services
2. Has knowledge about the principles of using basic marketing tools, constructing plans for the promotion of educational institutions and creating advanced analyzes of introducing the enterprise to the services market
3. Knows and understands the principles of choosing a strategy for dealing with competition
4. Knows and understands the concept of the product, as well as the specificity of educational services
5. Knows how to conduct effective and reliable segmentation of the target market
6. Knows the rules for creating promotion plans for educational institutions
Skills:
Student:
1. Can create a marketing plan for his/her own company
2. Can properly design and select promotion tools for the type of educational activity of his choice
3. Is able to critically evaluate the marketing business plan of an educational enterprise and indicate its advantages and disadvantages
4. Can use the knowledge of the product strategy and pricing strategy when constructing his/her own business plan
5. Can carry out a reliable SWOT analysis
Social competence:
Student:
1. Cooperates with other members of the team (group) when planning solutions for workshop tasks
2. Evaluates selected marketing plans, pointing out their strengths and weaknesses, proposes optimal solutions, supports and formulates constructive criticism
Assessment criteria
Completion of the classes:
A. Creating student's own company project related to educational services for adults (defining the target market, creating marketing mix elements with special emphasis on promotion, as well as pricing strategy and pricing strategy and ways to deal with the competition)
B. Presence in class
C. Active participation
Bibliography
Daszkowska M. (2011) "Usługi. Produkcja, rynek, marketing", Warszawa
Hall H. (2007) "Marketing w szkolnictwie" Warszawa.
Konkol S. (2013) "Edukacyjny start-up, czyli marketing w edukacji", Warszawa
Kotler P. (1999) "Marketing. Analiza, planowanie, wdrażanie i kontrola", Warszawa.
Rzążewski R. (2016) "Jak przygotować dobry content marketing w edukacji", Warszawa
Zimnak M. (2015) "Promocja edukacji akademickiej w Polsce po roku 2000", Kraków
Żurawik W. (2005) "Marketing. Podstawy i kontrowersje", Gdańsk.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: