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Lecturer(s)
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Course content
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1. Preface Introduction, learning goals, student expectation. 2. Marketing and Education Sphere Characteristics of the relationship between supply and demand, the meaning of macro-milieu and micro-milieu, the concurrence and its influence to the quality of the product. Quality of education and its marketing aspects. 3. Adult Education Market and it Characteristics Continuity of education content and its relationship to the education needs. 4. Selecting Education Service To explain the criteria of selecting the education institution as a education service supplier. 5. Targeted Marketing To clarify the market segmentation, market focus, market placement, customers behaviour and factors that create the customers relationship and behaviour in the learning market; in the sequence of marketing tools. 6. Marketing Strategy of a School, Education Firms To allocate the relevant milieu factors and use SWOT and PEST analysis, to explain concurrence advantage and its evaluation. Usage of the strategy of modular education modules. 7. Marketing Information I. Through exercises deal with: - data colleting methods; - techniques of picking the sample; - plan of the market research; - comparison and evaluation of the results. 8. Marketing Information II. Through exercises deal with: - plan of the market research; - comparison and evaluation of the results. 9. Management and Marketing Competencies Using management techniques, personal and vocational competencies as part of marketing actions in the students' workplaces and in the relationship with the human sources development. 10. Marketing Policy Tools Through marketing mixture of education institutions and through 5P understand the bonds of its individual parts. The results will be used as parts of the strategy and conception of the education firm. The application will be strongly connected to the ability of concurrence within the European market. 11. Marketing Policy of Education There are commercial and non-commercial firms explained in the context of marketing philosophy of further education; the influence of state policy to the marketing thinking of the education subjects managers, certification needs, professionalization, enlarged reproductions, application of ESF and so on. 12. Marketing Factors of the Success of Education In a discussion use the key management competencies, knowledge and skills, and systematic influence of the education institution in the market. Profiling the firm according to the needs and wishes of the customer. Aspects of the successful educational programme.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization)
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Learning outcomes
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Objective of this course is that students gain knowledge of marketing terminology,learn to apply basic marketing approaches and implement variol categories of marketing. Students get familiarized with the educational market and its laws and they also learn to kontrol the marketing aspects of the educational institutions in the field of adult education.
- Student knows the marketing terminology. - Student knows theoretically the process of setting marketing tools in organization and the process of heading educational subject. - Student knows the various solutions of the concurrence advantage. - Student knows theoretically the process of creating the price of educational activity. - Student can propose the usage of marketing strategy elements. - Student can work out a plan of communication. - Student can evaluate the criteria of the success of educational product, through applying the Boston model BCG. - Student can choose appropriate evaluation method to evaluate action and present the results. - Student is capable to assess the suitability of marketing communication and its quality in internal and external milieu and in semi-milieu. - Student is capable to evaluate the market position of his/her educational subject. - Student is capable to process the balance and profit and loss of the education action, proposal of profitability included. - Student is capable to work out, realize and evaluate actions to support the image of the education institution. - Student is capable to work out the application form to certificate the education institution.
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Prerequisites
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No prior requirements.
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Assessment methods and criteria
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Oral exam
Tutor will assesses the quality of the correspondence task /see above/ by the date of the colloquium term. The date to send the correspondence task is five days before tutorial at minimum - see the schedule. To give the credits for the colloquium it is necessary to assume two ways of attesting the discipline. Correspondence task will be send by the students via tutor´s e-mail. Tutor will reply about getting the e-mail and ask for revision if necessary. The second ways of assessing the task will be evaluating the activity during group tasks within tutorial, which comes from the needs and impulses from the students' workplaces. Colloquium ends with brief written test of the knowledge of adult education marketing, and the success in this means that 80% of answers must be correct.
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Recommended literature
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Ing. Ladislav Uherek:. Marketing. Andragogé, CODV UP,1999.
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PhDr. Jaroslav Mužík, DrSc:. Marketing ve vzdělávání dospělých. Agentura DAHA, Praha,1998.
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