Selected managerial decision problems of secondary education

This diploma thesis is focused on selected decision-making problems of one particular secondary vocational school including possible solutions of some of them. The theoretical part is devoted to the analysis of the marketing school-based environment and the clarification of terms such as marketing communication, target marketing or strategical development of schools. The practical part of the thesis deals with the analysis of education market, with the contemporary demographical situation concerning the number of pupils at basic schools and subsequently also with the SWOT analysis of the particular school. The questionnaire survey among pupils of local basic schools and their parents and among current students of the researched school aims to analyse the efficiency of expenses for school‘s marketing activities. The solving of the chosen problems itself is accomplished with using suitable methods for managerial decision which should reveal the causes of negative effects and their consequences. Marketing audit evaluates school’s product and its distribution, price, school‘s marketing communication including personnel staffing and pedagogical approach to students. The final recommendation brings a lot of options how to solve the current unfavourable situation causing the decline of the number of school‘s students and lower efficiency of expenses for marketing activities with the aim to raise the interest of potential applicants for studies at the particular school.