20.500.12556/DKUM-14118 ZAVEDANJE POMENA MARKETINGA V OSNOVNI ŠOLI AWARNESS OF THE IMPORTANCE OF MARKETING IN PRIMARY SCHOOL Marketing v izobraževanju in marketing izobraževanja vključuje organizacijo, strukture in vedenje do uporabnikov. Ko govorimo o dejavnosti vzgoje in izobraževanja, imamo v mislih šolo kot organizacijo. Posebnost marketinga izobraževanja je v razumevanju izdelka oziroma storitve šole. Tako v šoli lahko razumemo kot izdelek izobraževalni program, kot celoto storitev pa vzgojno-izobraževalni proces ter vse dejavnosti šole, ki jih šola izvaja, da bi zadovoljila potrebe učencev in drugih odjemalcev. V diplomskem delu smo raziskovali koliko se vodstva osnovnih šol na področju Ljubljane zavedajo marketinga in v kakšni meri ga vključujejo v svoj letni delovni načrt. Iz raziskave v katero je bilo vključenih 30 od 46 osnovnih šol v Ljubljani, smo ugotovili, da se marketinške dejavnosti v ljubljanskih šolah kažejo pretežno v pridobivanju učencev, približevanju dnevnih dejavnosti šole potrebam zunanjih odjemalcev in drugih sekundarnih uporabnikov in komercializmu v šolah. Ravnatelji so v večini učitelji in predvidoma nikoli niso delali na področju marketinga. Njihova naloga je pedagoško vodenje šole, ki pa nima nič skupnega z marketingom. Ravnatelji bodo morali začeti resno razmišljati o marketinški usmerjenosti v smislu večje prepoznavnosti šol na različnih nivojih delovanja. V današnjem času hitrih sprememb in naprednih tehnologij bodo morali v šolah bolj prisluhniti uporabnikom in njihovim potrebam. Marketing in education and education marketing include an organization, structures and behaviour towards users. When we talk about the education activity, we have in mind school as an organization. A particularity of education marketing lies in understanding the product i.e. School service. Thus in terms of school the educational programme can be considered the product, whereas the educational process and all school activities carried out by school to satisfy the needs of pupils and other customers can be considered the whole service. The aim of my diploma work was to study to what extent managements of schools on the territory of Ljubljana are aware of marketing, and to what extent they include it in their annual work plan. The findings of the study which included 30 of 46 primary schools in Ljubljana, show that marketing activities in Ljubljana schools are primarily manifested in acquiring pupils, adapting daily activities of schools to the needs of external customers and other secondary users, and commercialism in schools. The majority of headmasters are teachers who have probably never worked in the field of marketing. Their task is pedagogical management of schools, which has nothing in common with marketing. Headmasters will have to start thinking seriously about marketing orientation, in the sense of achieving greater recognition of schools on different levels of their operation. In the present time of quick changes and advanced technologies, schools will have to show more understanding for users and their needs. Marketing v izobraževanju uporabniki promocija šole zavedanje marketinga marketinško ačrtovanje Marketing in education users promotion of school marketing awareness marketing planning true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-05-26 22:20:05 2010-08-18 12:16:56 2022-04-12 11:45:10 2023-12-17 03:16:08 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6683923 URN:SI:UM:DK:HHRWFNJF VS_Potocnik_Damjana_2010.pdf VS_Potocnik_Damjana_2010.pdf 1 13F9D9F132F5D05D48356F9E0893EB74 1a211adf28a59b8bcda69d45be26b3d520b90e068349e1791125ae070ad4a040 13bacc89-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/fb129654-46c8-4b20-983c-bd270ee9dace https://dk.um.si/Dokument.php?lang=slv&id=14823 Fakulteta za organizacijske vede 0 0 0