The research employed the questionnaire survey. We recruited Ping Tung primary school educational stuff, including directors, coordinators, homeroom teachers and subject teachers, to complete the ¡§Questionnaire on Ping Tung Primary School Educational Staff¡¦s Awareness of School Marketing and the Levels of Identification¡¨. 404 valid samples were collected. The relevant data collected from the questionnaire was analyzed with the statistical program, SPSS for Windows. The result¡¦s which discussed the divergences of variables under different background.Examined via statistical methods such as frequency distribution, percentage, ranking, T-test, One-way ANOVA, and correlation coefficient. Furthermore, the comparison of the groups was compared by employing the Scheffé test. The major findings of the present study are summarized as follows: 1. Among all the variety of types of school marketing awareness of the Ping Tung county primary school teachers. Our study showed , the level of the ¡§staff perception awareness¡¨ is of the highest,while the level of the ¡§value awareness¡¨ is of the lowest. 2. From the viewpoint of the Ping Tung county primary eductors stuff, the ¡§perceptual awareness ¡¨ of school marketing is considered to be crucial. 3. Educators of displayed remarkable variations toward the identification levels of school marketing led to educators.The three facts:different positions, school sizes, and admission conditions. 4. The result demonstrates a positive correlation between the awareness of school marketing and the levels of identification.

M.Ed. / The introduction of School Based Management (SBM) in South African Schools ushered in School Management Teams (SMTs) whose responsibilities include, among others; planning, organizing, leading and control. These fundamental day-to-day duties also relate to school branding which is a new concept in South African Schools. School branding is a new concept that warrants empirical research so that school management teams can thoroughly understand and implement it professionally. Branding a school cannot be left to the ad hoc devices of the layman. School Management Teams need to be factually conversant and knowledgeable about cultivating a knowledge substrate of school branding for application by school management teams. Understanding and implementing the concept school branding stands to benefit schools in this era where learner mobility is determined by school choice. School choice in turn is a crucial aspect of the supply and demand of learners. These two market forces have a direct impact on the survival and existence of a school. Schools in this day and age are compelled to market and transform themselves into winning, compelling and powerful brands. In the past schools enjoyed the geographic and racial monopoly over parents and learner choice of a school. With the advent of the democratic dispensation the survival of a school needs a scientific and commercial praxis of concepts like branding. Branding itself holds a host of benefits for all the stakeholders in a school.

The main subject of this thesis is the area of marketing in the field of educational institutions. The first part of the thesis is focused on the theoretical foundations of marketing, marketing services with specifics of marketing of educational institutions, marketing research, marketing management with the specifics of educational institutions and marketing communication. The operative part deals with the implementation of marketing research, analysis marketing communication and realization of strategic analysis of the educational institution. On this base, then proposes the use of marketing in the work of the teaching staff.

Title: Satisfaction of Customer od Ski School Major Goals: The goal of my work is to find out how much are the customers satisfied with the services of the ski school Major. The results will be used for improving provided services Methods: Quantitative marketing research is conducted written and electronic questionnaires during winter season 2011/2012. Results: All the findings are compiled into the tables and diagrams in the result part of this diploma work. The facts provide helpful information for the ski school management. Key words: sport, ski school, customer satisfaction, marketing research

M.Ed. / This qualitative phenomenological study focuses on school choice as challenge to principals of Sharpeville public primary schools. Different aspects of these choices are explored. School choice is an important component of parental involvement in the education of their children. Parents and learners tend to be open about their right through the support of the Schools Act 84 of 1996. You may not discriminate on the basis of race trough the language policy at your school. This means that you may not use language as a cover or smoke screen to keep learners out of your school on the basis of their race. The Constitution (Act 108 of 1996) stipulates that no unfair discrimination may take place against anyone on any of the following grounds: race, gender, sex, pregnancy, marital status, ethnic of social origin, colour, sexual orientation, (for example homosexuality), age, disability, religion, conscience, belief, culture, language and birth. The question then arises, what makes learners of public primary schools choose the schools that are not in the areas where they live? What is interesting in the ex Model C schools that they cannot get in township schools? There are many aspects which give meaning to concept 'school choice'. In order for parents to view school choice as priority in education, certain of these aspects need to be considered. These include qualities that are desired in school, the , climate of the school that is conducive to teaching and learning. Kinds of activities enjoyed together by all in the school, the effective school management. In addition to exploring these aspects, the study investigates what attracts the children including what gives challenges to school principals. The findings of this study show that a school is able to market itself if it has a vision and mission statement, quality education, ethos, excellent pass rate and if 71 it serves the needs of the community. Learners maintain relationships with schools that serve as learning organisation. Moloi (2002:7) explains that a learning organisation acknowledges the importance of individual and group processes to enhance learning in their environments. The process whereby the data was collected is described. This included interviews of individual learners, the data analysis is examined and the themes that emerge are discussed within the framework of the existing literature on how parents choose schools for their children. The study concludes with a discussion of the implication for further research. Guidelines to the principals are suggested. These guidelines are for the enhancement of school choice.

The final thesis deals with competitive position of an educational institution, which provides Masters of Business Administration programs on the Czech market with managerial education. Using the methodology of positional maps it evaluates the power of the school towards its competitors. The thesis includes an analysis of internal and external environment which provides us with major strengths and weaknesses of our institution. It also sets the fields management of the school should concentrate on. The thesis can also serve for MBA potential customers as a list of institutions which provide this type of education in the Czech Republic.

In this study, a multimodal textual analysis is performed on marketing materials from twoupper secondary schools, one public school and one private school, in a medium sized town inSweden. This marketing material is sent out to all pupils at the age of 15 in preparation for theupcoming school selection. The study focuses on three main questions: how the materialsdiffer between the schools, what multimodal resources are prevalent in the material, and ifthere is textual evidence in the material that would indicate admission from a specific type ofpupil. The results show that the public school is marketing itself to a wider extent than theprivate school, which goes against previous research on the topic. Further, the multimodalresources are shown to function as a guide for the reader through the material in a preferredreading pattern, which in the case of the private school leads the reader away from thespecific information of the program. Lastly, the results show that, in the case for the privateschool, a student that already is aware of their capabilities in social sciences is depicted. Interms of the public school, a similar student is sought after, however, the student template isnot described as rigidly.

The thesis is focused on the analysis of current marketing mix of the Presto language school, especially on its marketing mix of language courses for the public. On the basis of acquired information, it presents recommendations for possible improvement. The theoretical part of the thesis emphasizes service marketing mix, and explains its components. The following parts analyse the outer environment of the language school, as well as its current marketing mix, and bring suggestions for enhancement of the marketing mix of language courses for the public.

The master’s thesis is focused on creating proposals and analysis of marketing communication of private secondary school NET OFFICE Orlová, spol. s r.o. The first part comprises objectives of the thesis. The next part deals with theoretical background which is related to the topic. The analytical part provides summary of current state of the school. Marketing research results are also included in that part. The last part of the master’s thesis contains proposals processed on the results of marketing research which are determined for better marketing communication of the school.

本研究旨在探討，桃園縣高中職學校行銷制度及現況、學校教育人員對行銷策略認知與運作情形、執行學校行銷之困境。有效樣本數445人，回收率為75.4％，利用問卷調查法，透過統計分析，得出本研究結果如下： 一、桃園縣高中職教育人員，對校行銷單位編制不甚瞭解，且各校大都未設置負責行銷工作之專責單位。 二、推動學校行銷的最理想方式傾向於設置專責之行銷業務單位。 三、推展學校行銷的最主要內容為營造良好的學習環境及教學設施特色。 四、學校行銷主要推廣主要對象為，本校家長會及學生家長級及本縣國民中學成員。 五、學校行銷首要功能在於有利籌募校務發展基金或經費，拓展學生來源並招收到優秀學生，提升學校整體知名度及形象。 六、學校辦理有關行銷活動中，以建置網頁公告訊息與特色，赴各國中演講和宣傳，發行刊物宣傳教學成果與活動最有成效。 七、學校教育人員普遍肯定學校行銷策略的重要性。 八、學校行銷策略層面的重要性認知與實際運作看法之間有明顯的落差，其中以產品策略落差最大。 九、不同背景變項在整體學校行銷策略重要性與學校實際運作認知程度的差異情形。 （一）男性教育人員，對學校行銷策略重要性認知得分顯著大於女性。 （二）對學校整體行銷策略認知重要性與實際運作，參加過行銷研習之教育人員的態度較未參加者積極。 （三）對學校整體行銷策略略認知重要性與實際運作，私立學校得分顯著大於公立學校，顯示私立學校比公立學校重視學校行銷工作。 （四）擔任或曾任行政工作年資「16年以上」的教育人員，對學校行銷策略重要性認知得分顯著高於行政年資「5年以下」、「6-10年」、「11至15年」的教育人員。 （五）教師兼行政工作者，對學校整體行銷策略實際運作，得分上顯著高於擔任「導師」職務的教育人員。 十、執行行銷策略上，遭遇的主要困境為缺乏專責單位的運作機制或專業的行銷人員，行政人員業務繁雜無暇兼顧策劃推動行銷活動，缺乏推展學校行銷之經費。 / The major purpose of this study is to examine the marketing system and current conditions in senior and vocational high schools in Taoyuan County, the importance of the marketing strategies and its actual operation, and the schools’ difficulties in putting the marketing strategies into practice. Testing was conducted with the sampling of 445 subjects, and 75.4％ of the questionnaires were returned. With the questionnaire as the research method, the data were subsequently analyzed with statistical means, and the conclusions were as follows: 1.The education personnel in senior and vocational high schools in Taoyuan County do not understand very well about the organization of the marketing department, so almost every school has not set up a marketing department. 2.To promote a school, the idealist way lies in the tendency to establish a new marketing department. 3.The major content of promoting school marketing is to build a satisfactory learning environment with satisfying teaching facilities. 4.The major targets of school promotion and marketing are: parents and parents association, and all of the junior high school students in Taoyuan County. 5.The major functions of the school marketing are to help raise school funds, to increase the source of new members of the students, to recruit outstanding students in this county, and to promote the image and the satisfaction regarding the school identification. 6.The most effective items in the schools’ marketing activities are establishing a school website as a communication platform, giving a promotion address in junior high schools, and issuing a publication to promote effective teaching activities. 7.The education personnel generally understand and recognize the importance of the school marketing strategies. 8.There is a distinct difference between the understanding of the importance of the school marketing strategies and the actual operation, especially in “product strategy.” 9.Different backgrounds create differences in understanding the importance of the overall school marketing strategies and in the actual operation. (1)The scores of the male education personnel are higher than those of the female education personnel in understanding the importance of school marketing strategy. / (2)Concerning the overall school marketing strategy and the actual operation, the education administers who have participated in marketing seminars are more positive than those who haven’t. (3)Concerning the overall school marketing strategy and the actual operation, the scores of the private schools are significantly higher than those of the public schools, showing private schools put more emphasis on school marketing than public schools. (4)In understanding the importance of school marketing, the senior education personnel with “more than 16 years’ history” of having participated in the administration department obtain higher scores than those having participated in the administration department but with the history of “less than 5 years”, “more than 6 years but less than 10 years”, and “more than 11 years but less than 15 years”. (5)Concerning the overall school marketing strategy and the actual operation, the teachers working as administrators at the same time obtain obviously higher scores than the ones working as homeroom teachers. 10.The major difficulties in executing the marketing strategies are : “the schools lack professional marketing department or marketing personnel to take charge of the marketing affairs,” “teachers working in the administration department are occupied with their own school business and don’t have enough time to participate in promoting the school marketing activities,” and “the schools lack the budget to promote school marketing.” Keywords: senior and vocational high schools, marketing, school marketing, school marketing strategy