Abstract
The publication deals with the issue of marketing in education, with respect to the marketing-driven educational organization, as an important element of management support with the aim of achieving the competitiveness of the organization in the educational market. It includes the basic approach to marketing analysis, which is the basis for planning the educational organization, deals with marketing tactics with the specifics of the extended marketing mix for education, attention is also paid to marketing communication and applications in practice.
The publication prepares students for a broader conception and connection of marketing and management of educational organization, enables their managerial competencies to be expanded and thus their flexible reaction and application of knowledge into practice in accordance with dynamically changing market and society conditions.