MS4 - Marketing of Educational Services 2300-MS4-TKM-MU
The course aims to provide knowledge of marketing tools used in the educational services market and to develop skills, knowledge, and competences necessary for conducting a comprehensive marketing analysis of a selected company operating in the educational sector. The course includes the following topics:
1. The essence of marketing in adult education (market orientation, classical and modern approaches to marketing, evolution of marketing, social marketing)
2. The marketing environment of an educational enterprise (macro and micro environment, introduction to advanced SWOT analysis for educational institutions)
3. Consumer behavior in the educational services market (models of consumer behavior, influencing factors, consumer decision-making process)
4. Product and pricing (product strategy, product structure, product life cycle, development of new products, features of educational services, pricing strategy goals, pricing methods)
5. Market segmentation (definition, effectiveness criteria, stages of selecting the target market)
6. Promotion (role and tools of promotion in the commercial education market, PR, direct marketing, advertising and its perception, promotional program design)
7. Use of innovative marketing tools in the educational services market
8. Digital marketing (innovative use of social media and modern technology in creating marketing strategies for educational institutions)
9. Social marketing (corporate social responsibility and building lasting, satisfying customer relationships in the educational context)
10. Creating effective content marketing in education (case studies of selected strategies)
11. Education and the service market – humanism or commerce? (Ethical aspects of marketing activities in education, persuasion vs. manipulation)
Type of course
Course coordinators
Learning outcomes
Knowledge – The student:
1. Understands basic marketing terminology in the context of educational services
2. Knows how to use basic marketing tools and develop promotional strategies for educational institutions
3. Understands strategies for market competition
4. Knows the concept of educational services as market products
5. Understands how to conduct effective market segmentation
6. Knows how to design promotional plans
7. Understands digital marketing tools
8. Is familiar with the specific characteristics of the educational services market
9. Knows ethical principles in marketing strategy development
Skills – The student is able to:
1. Design and select appropriate promotional tools for a selected educational service
2. Apply product and pricing strategies in planning a marketing strategy
3. Conduct a reliable SWOT analysis
4. Use social media in educational marketing strategy design
Social Competences – The student is ready to:
1. Evaluate marketing strategies, identify strengths and weaknesses, and suggest constructive improvements
2. Plan marketing activities ethically, respecting the humanistic values of education
Assessment criteria
Attendance and active participation, completion of tasks related to the topics discussed.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: