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.

The main aim of this thesis is to describe the issue of diversification of the Tertiary Education in the Czech Republic and to highlight the difference of the tertiary education of the Czech Republic and the tertiary education in developed countries. Therefore this thesis has sought to compare the system of tertiary education of the Czech Republic with the systems of tertiary education of developed European countries, those whose rates in the competitiveness report were very high, Denmark and the Netherlands. This work is based on the characteristics of systems of tertiary education of all three countries which were analysed to learn the extent to which the systems of their tertiary education are diversified. The goal of this thesis is to answer the main research question which is: To which extend is the diversification of tertiary education of the Czech Republic comparable with the diversification of the tertiary education of developed countries, those that rate in the competitiveness reports high. The results of the comparison of the case studies of the countries show that the system of the tertiary education of the Czech Republic is not sufficiently diversified, due to the lack of the professional study programs, which currently represent in the European Western countries an important sector of...