Το σχέδιο marketing μιας νέας ιδιωτικής σχολικής μονάδας δευτεροβάθμιας εκπαίδευσης στη βόρεια Αθήνα (Master thesis)
Σακελλάρης, Δημήτρης
Marketing by educational institutions implements the principles of the marketing model which
are successfully used in the private sector, in the increasingly competitive environment of
public and private education. The purpose of this research is to create a marketing plan for a
new private secondary school in northern Athens. On these grounds, the distinct research
objectives of this effort are, to explore the necessity of a marketing project in the field of
education and, to highlight its components. The marketing mix for educational organizations
(7Ps) will be analyzed, while emphasis will be placed on how innovation, as well as new
technologies, can be exploited, in the context of a marketing plan in education. The interest in
conducting this research stems from the fact that while marketing, as a scientific branch, has
caught the attention of academics and scientists from various commodity and service domains,
it is not receiving the appropriate attention from the education domain. Therefore, after the
necessary bibliographic review, this here research is expected to demonstrate how marketing
can be deployed by private schools in regards to creating relationships with customers (parents
and pupils) and meeting these needs, but also to the acquisition of a competitive advantage.
After we move on to a SWOT analysis and form the proposed business plan on a five-year
perspective, the findings of the survey will emerge, as well as suggestions for practical
implementation of the marketing plan and the integration of innovation. Hence, we aim at
stimulating further theoretical and empirical projects in the field of education marketing in
Greece, and thus capturing the attention of the education’s academic and business community
in Greece
Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
Keywords: | σχέδιο marketing;σχολική μονάδα;δευτεροβάθμια εκπαίδευση;βόρεια Αθήνα;ανταγωνιστικό περιβάλλον;μείγμα marketing;νέες τεχνολογίες;επιστημονικός κλάδος |
Description: | Μεταπτυχιακή εργασία--ΣΔΟ-Τμήμα Διοίκησης Επιχειρήσεων, 2018—10063 |
URI: | http://195.251.240.227/jspui/handle/123456789/11873 |
Appears in Collections: | Μεταπτυχιακές Διατριβές |
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http://195.251.240.227/jspui/handle/123456789/11873
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