Eureka! Institutional Repository

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