MARKETING STRATEGY IN EDUCATIONAL INSTITUTIONS AS AN INSTRUMENT OF COMPETITIVENESS AND SUSTAINABILITY

Nowadays, the school's marketing becomes a very actual issue. It is the result of not only new legislative amendments, conditions for the establishment of schools, but also opportunities to study abroad and that causes more competition and pressure on students and parents. School marketing is a process whose main aim is to meet the needs of its customers (parents, pupils) while meeting the objectives of the school. It is a social concept of marketing management, which involves meeting the needs and to increase the prosperity of educational institution. Marketing of educational institutions consists of activities that aim to establish and maintain, or, if necessary, change attitudes and behavior of the target group for an educational institution. School marketing should respond to formation of favorable public opinion, not only communication policy, but especially the quality of education; and offer the public good reputation and positive image of educational institution. The condition for the development of effective marketing strategy model of educational institutions is to analyze the image of secondary vocational school. It necessary that knowing the current state of implementation of marketing elements in creating a positive image of schools. In our research activity we focused on the application of marketing strategy for secondary school as instrument of competitiveness and sustainability this educational institution by reflective SWOT analysis.