This Mixed Method Research Project examines the possible marketing strategies that can be used to market township schools in the Gauteng province, within an increasingly competitive educational system. These strategies are investigated within the largely unbalanced infrastructural and resource dichotomy that exists between most township schools and the former Model C schools; the results of which has seen among many other challenges, the ever increasing learner migration from the township schools to the former Model C suburban schools. This pedagogical manuscript adopts a case study approach while simultaneously integrating the influences of established research paradigms like pragmatism and enterpretivism. Within the attempt to find the best marketing options for township schools, the project also consciously attempts to identify the challenges (and possible solutions) that the said schools face as they try to market themselves. The benefits of implementing the marketing matrix within the education product are henceforth highlighted within the narrative of the project. / Educational Leadership and Management / M. Ed. (Education Management)

This Mixed Method Research Project examines the possible marketing strategies that can be used to market township schools in the Gauteng province, within an increasingly competitive educational system. These strategies are investigated within the largely unbalanced infrastructural and resource dichotomy that exists between most township schools and the former Model C schools; the results of which has seen among many other challenges, the ever increasing learner migration from the township schools to the former Model C suburban schools. This pedagogical manuscript adopts a case study approach while simultaneously integrating the influences of established research paradigms like pragmatism and enterpretivism. Within the attempt to find the best marketing options for township schools, the project also consciously attempts to identify the challenges (and possible solutions) that the said schools face as they try to market themselves. The benefits of implementing the marketing matrix within the education product are henceforth highlighted within the narrative of the project. / Educational Leadership and Management / M. Ed. (Education Management)

The main subject of this thesis is the area of marketing for educational institutions. First part is focused on general theoretical aspects of marketing of services, specificity of marketing for educational institutions and marketing communication. The operative part attends to a selection of an educational institution, an execution of an analysis of internal and external environment of the school, an implementation of a marketing research recognizing image of the school and based on that designing the concrete marketing communication strategy.

The main topic of this thesis is marketing communications of Gymnasium Olympic hopes in České Budějovice. The first part deals with the theory, which is focused on school communication mix, the school's image and marketing strategy. Then this thesis present actual marketing activities of school, describes the SWOT analysis and shows realisation of questionnaire survey and its post evaluation. Heart of the thesis is proposal of specific marketing strategy for GON, which is based on the results of the analyzes.

This master thesis deals with the problematics of marketing in education. It analyses and compares marketing tools used in education, methods of implementing marketing activities in secondary schools in Slovakia, it examines how schools percieves problem of school massification of the education. Thesis consists of two parts. In the first part are defined basic concepts and theoretical foundations related to marketing and to the issue of massification of education. The second one is a research. Methodology characterizes research methods, methods of selection and a description of respondents. This is followed by evaluation and presentation of results. The conclusion is the summary of point key elements and it describes and evaluates the obtained knowledge.

摘 要 本研究旨在探討臺北縣市公私立高中職學校行銷策略實施現況。為達研究目的，首先係從臺北縣市公私立高中職學校的發展概況切入，探究臺北縣市區域、人口發展與高中職發展之因果關係，進而了解目前高中職學校在少子化及教育市場自由化的趨勢及衝擊下，所引發之經營困境，並利用問卷調查方法，以百分比、次數分配、平均數、標準差、t考驗與單因子變異數等方式進行統計分析，探討學校最佳行銷方式、最優先之行銷對象、學校行銷的主要功能、與不同學校背景變項實際運作行銷策略之狀況及差異情形，以期提供學校訂定最適宜且有利學校永續經營的行銷策略之參考。 本研究依研究目的所獲得之主要研究結論有以下幾點： 壹、臺北縣市公私立高中職學校在推展學校行銷方式上，認為以「設置學校行銷組或公關組--由副校長或校長秘書兼任組長」、「成立跨處室的行銷小組--由校長指派處室主任兼任組長」與「校長親自負責」之方式最佳。 貳、現行臺北縣市公私立高中職學校行銷策略，各項策略之通用性皆極高，尤以「產品策略」與「價格策略」最受重視，而對於「通路策略」、「人員策略」及「推廣策略」則展現較低排序。 參、臺北縣市私立高中職學校在學校行銷的認知、推行與執行困境的感受程度較公立高中職校為強，且高職的危機感較高中更為明顯，顯見現行私立高中職學校的辦學壓力，亟待重視。 關鍵字：臺北縣市公私立高中職、學校行銷策略 / Abstract With the intent to research the status quo of the marketing strategy for the public and private senior high and vocational senior high schools in Taipei City and Taipei County, this study is initiated into a profile of the development of the senior highs in Taipei, which explores the effect of the development of regions and populations on that of senior highs, moreover, probing into the managing difficulties resulted from decreased births and the liberalized educational market. By using poll-taking method, which employs the statistical analysis of percentage, frequency distribution, average, standard deviation, t-test and single-factor-coefficient of variation。 This survey quests for senior high schools’ optimal marketing strategies, the first-priority marketing target, major effect of school marketing, varied practical adaptation in marketing based on different factors of school background, hence, a reasonable guideline emerges for schools to constitute their most adapted marketing strategies that facilitate their sustainable management. The principal conclusions extracted from this research are as follows: 1. As far as school marketing is concerned, the following are currently being widely regarded as best approaches among the senior high schools in Taipei City and Taipei County: A. Setting up a school marketing section or PR section with a section chief concurrently assumed by vice-principal or secretary of the principal. B. Instituting a trans-departmental marketing section with a concurrent chief directly assigned by the principal from one of the section chiefs of the faculty. C. Being under the charge of the principal’s own fair hand. 2. Among the senior high schools in Taipei, the prevailing marketing strategies are highly universal, among which the “product strategy” and “pricing strategy” are especially emphasized, while “marketing channels,” “sales force strategy” and “promotion strategy” are ranked in lower priority. 3. In both Taipei City and Taipei County, with regard to the cognition, promotion and execution of school marketing, private senior high schools perceive more difficulty than public ones, hence, vocational schools appreciate stronger sense of crisis, revealing the crucial pressure on the survival of the private vocational senior highs. Key Words: The public and private senior high schools and vocational high schools in Taipei City and Taipei County, School Marketing Strategy

This Master’s thesis deals with the marketing mix of the language school. Thesis is divided into four main chapters. The first chapter defines the basic marketing concepts and analysis. The second chapter applies the theoretical knowledge to the language school and concludes with a marketing research. The third, most important chapter provides proposals for the necessary changes and finds the viable steps to improve the current marketing mix. The last part concludes the thesis by providing an economical evaluation of the changes proposed in the previous chapter.

本研究旨在探討我國高中職學校運用學校行銷策略之現況為何，並探究學校行銷中之外部行銷、內部行銷與互動行銷及其分層面之適配度關係為何。研究採用問卷調查法，研究工具為自編之「高中職學校行銷策略運用調查問卷」，並以北部地區（台北市、新北市、桃園縣、基隆市）之高中職任教教師為研究對象，共發出630份問卷，回收561份有效問卷，有效問卷回收率為89.04%，問卷回收後，分別以描述性統計、t考驗、單因子變異數分析、Pearson積差相關與結構方程模式等統計方式對回收資料進行分析。 根據分析結果，本研究歸納如下結論： 壹、學校行銷之整體運用程度為中上。 一、外部行銷運用程度最高，內部行銷運用程度最低。 二、外部行銷之中，「師生產品策略」運用程度最高，「成本價值策略」運用程度最低。 三、內部行銷之中，「教育訓練策略」運用程度最高，「參與授權策略」運用程度最低。 四、互動行銷之中，「服務熱忱策略」運用程度高於「服務能力策略」運用程度。 貳、不同性別、服務年資與職務之教師對學校行銷之知覺有所差異。 參、不同性質之學校運用學校行銷之程度達顯著差異。 肆、公私立學校運用學校行銷之程度達顯著差異。 一、外部行銷中，私立學校運用「形象推廣策略」程度較高，公立學校運用「通路規劃策略」程度較高。 二、公立學校運用內部行銷之程度顯著高於私立學校。 三、公立學校運用互動行銷之程度顯著高於私立學校。 伍、高職運用外部行銷「師生產品策略」之程度顯著高於高中。 陸、不同規模之學校運用外部行銷之程度達顯著差異。 柒、外部行銷、內部行銷與互動行銷之間達顯著相關。 捌、本研究模式具有良好之適配度。 最後，本研究根據研究結果分別提出以下建議： 壹、對主管教育機關之建議 一、協助各校發展特色，成為優質學校 二、進行高中職學校之評比，供家長與學校參考 貳、對高中職學校之建議 一、由外部顧客導向，轉為兼顧內部顧客導向的經營 二、重視班級導師與專任教師之意見與需求 參、對後續研究之建議 分別就研究對象與研究方法，對未來後續研究提出建議。 / The main purpose of the study is to investigate how marketing strategies operate in senior high schools and vocational high schools currently. The research method this study adopted is survey research. Data were collected from 630 teachers of senior high schools and vocational high schools in north Taiwan. There are 561 valid samples used in this study, and the usable rates were 89.04％. The collected data were analyzed by the statistical methods of descriptive statistics, t-tset, one-way ANOVA, Pearson product-moment correlation, and structural equation modeling. The conclusions of this study were as follows: 1. The degree of using school marketing was intermediate to higher-intermediate. 2. There was a significant difference in teachers’ perceptions of school marketing due to the differences in the participants’ sex, years of service, and position of service. 3. There was a significant difference in schools’ use of school marketing due to the difference in the participants’ school category. 4. There was a significant difference in schools’ use of school marketing due to the differences of public schools and private schools. 5. The degree of vocational high schools using product strategy was significant higher than that of senior high schools. 6. There was a significant difference in schools’ use of school marketing due to the differences in the participants’ school size. 7. There were positively correlations existed among external marketing, internal marketing, and interactive marketing. 8. The model of school marketing is proper. According to the research results, this study provides recommendations for education authorities, administrative personnel of senior high schools and vocational high schools, and future study.

The work deals with a historical development of small (rural) schools at the area of the Czech Republic since the time of late Middle Ages to the present. The study is restricted to particulary small and rural schools in the district of Benešov, but it also shows some practical observations from other parts of the Czech Republic and abroad. The first part of the work is devoted to the history of rural schools since 14th century to the present. The main dividing lines and reforms in this area have been pointed out. The second part is focused on a current conception of curricular reform and its influence on small rural schools. The third part of the work is focused on the area of school marketing and on collaboration of schools. The closing summary brings the conception of small shools development. This conception results from the observations and findings of all three studied parts.

The diploma thesis deals with the analysis of the current situation of the company Studyline s. r .o. and the innovation proposal, which is the realization of the language school in Brno. The aim of the thesis is to design a functional marketing strategy that will be applicable in real terms as early as 2018. The thesis also includes a thorough analysis of the internal and external environment, which is summarized by SWOT analysis. The work also evaluates the project's risks, thorough monitoring of the competition, and, in the final stage, marketing strategies for language schools, including the prediction of future developments.