SCHOOL MARKETING - BMEGT51XX26122-19

By completing this course, students will gain a comprehensive understanding of the role and practical application of marketing in educational institutions. They will learn how marketing shapes the public image and appeal of institutions, as well as learn the fundamentals of marketing research, with a particular focus on recruiting, retaining students and building community relationships. They will understand the importance of teamwork in effective school marketing and will be able to analyze and improve institutional communication, both in terms of digital platforms and offline events. By completing the tantágry, they will be able to develop and evaluate a marketing strategy that is consistent with the mission and values of their institution.

1. Knows the basic concepts of marketing in the context of the education sector.
2. Understands the needs, social values and expectations of the school and the various actors in the educational process (parents, students, staff and the wider community).
3. Understands the principle of SMART goals used in school marketing (SMART = Specific, Measurable, Achievable, Relevant, and Time-Bound).
4. Understands the communication process of an effective school marketing strategy.
5. Knows the principles of community partnerships.
6. Understands the principles of using a digital media partnership to develop an effective school strategy.

1. Applies SWOT analysis in the context of school marketing.
2. Conducts a needs assessment to develop an effective school marketing strategy.
3. Sets SMART objectives for school marketing.
4. Evaluates the effectiveness of communication tools (digital platforms and events) based on stakeholder needs.

1. Shows initiative in exploring innovative and student-friendly ways to promote educational institutions.
2. Values transparency, inclusion, and ethical communication in the field of education.
3. Shows openness to feedback from different actors in the school (students, parents, staff).

1. Takes responsibility for the development of the marketing project from design to presentation.
2. Works independently and collaboratively on marketing ideas that align with institutional goals.
3. Promotes inclusive and diverse representation in the school's marketing materials and public outreach.

Lecture, class assignments.

• Kalicz, É., & Nagy, Á. (2015). Iskolamarketing. BME APPI MPT jegyzet.
• Berczellyné Nagy, M. (2018). Intézményi marketing a szakképző intézmények szervezeti kultúrájában (Köznevelési mestervezető szakdolgozat).
• Horváth, L., Lencse-Csík, O., Misley, H., Nagy, K., & Verderber, É. (2018). Az AKG mint innovatív tanulási környezet: Kutatási beszámoló az Alternatív Közgazdasági Gimnázium Pedagógiai Programjának beválásvizsgálatáról. Akadémiai Kiadó. https://doi.org/10.1556/9789630599221
• Muhi, B. B. (2013). Az iskolamarketing elméleti és gyakorlati kérdései. In J. Szalma (Ed.), A Magyar Tudomány Napja a Délvidéken 2012: Magyar nyelvű oktatás és kutatás (pp. 348–357). Vajdasági Magyar Tudományos Társaság.
• Bolinger, M. L. (2022). Social Media as a Marketing Tool for Public Schools (Doctoral dissertation, University of Houston-Clear Lake).
• Pohl, S., Ulitzsch, E., & von Davier, M. (2021). Reframing rankings in educational assessments. Science, 372(6540), 338-340.

The learning outcomes in 2.2 will be assessed on the basis of the completion of class assignments and the preparation of a school marketing strategy at home.

Detailed description of performance evaluations carried out during the study period: 1. Partial performance evaluation: Complete class assignments. 2. Partial Performance Evaluation (Homework): Preparation of a school marketing strategy.

• 1. részteljesítmény értékelés: órai feladatok elvégzése: 30
• 2. részteljesítmény értékelés: iskolai marketingstratégia készítése: 70

Homework can be made up in accordance with the provisions of the current Study and Examination Regulations, subject to the payment of the fees prescribed in the Regulations of Fees and Benefits.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 02.06.2025.

In order to achieve the learning outcomes set out in point 2.2, the subject consists of the following thematic blocks. The length of these is normally 1 hour, but depending on the composition of the students and the nature of the discussion of the problems they propose, their proportion may vary during each semester.