{"id":3118,"date":"2023-03-04T11:58:15","date_gmt":"2023-03-04T10:58:15","guid":{"rendered":"https:\/\/e-ucebnice.ff.ucm.sk\/?page_id=3118"},"modified":"2023-03-04T12:48:31","modified_gmt":"2023-03-04T11:48:31","slug":"uvod-do-eduk-man-10-1","status":"publish","type":"page","link":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/uvod-do-eduk-man-10-1\/","title":{"rendered":"\u00davod do eduk man-10-1"},"content":{"rendered":"\t\t
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\u00daVOD DO EDUKA\u010cN\u00c9HO MANA\u017dMENTU <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Marketing v \u0161kolstve<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Pojem \u201emarketing\u201c m\u00f4\u017eeme vo v\u0161eobecnosti ch\u00e1pa\u0165 ako: 1. proces, ktor\u00fdm sa organiz\u00e1cia tvorivo, produkt\u00edvne a v\u00fdnosne uv\u00e1dza do vz\u0165ahu k trhu, 2. umenie vytv\u00e1rania a uspokojovania z\u00e1kazn\u00edkov so ziskom, 3. pred\u00e1vanie spr\u00e1vneho tovaru a slu\u017eieb spr\u00e1vnym \u013eudom na spr\u00e1vnych miestach v spr\u00e1vnom \u010dase za spr\u00e1vnu cenu so spr\u00e1vnou komunik\u00e1ciou a\u00a0stimul\u00e1ciou (JEMALA, 2008, 144).<\/p>

Marketing v \u0161kolstve m\u00f4\u017eeme v \u0161ir\u0161om po\u0148at\u00ed ch\u00e1pa\u0165 ako filozofiu riadenia, ktor\u00e1 je zalo\u017een\u00e1 na identifik\u00e1cii potrieb z\u00e1kazn\u00edkov; v u\u017e\u0161om po\u0148at\u00ed ide o \u010dinnos\u0165 \u0161koly, ktor\u00e1 v zmysle re\u0161pektovania a napl\u0148ovania potrieb odberate\u013eov slu\u017eieb uskuto\u010d\u0148uje prieskum trhu, na z\u00e1klade ktor\u00e9ho vytv\u00e1ra zodpovedaj\u00facu ponuku vzdel\u00e1vac\u00edch slu\u017eieb a aktiv\u00edt a prostredn\u00edctvom komunik\u00e1cie udr\u017eiava, optimalizuje a riadi vz\u0165ahy \u0161koly k svojmu okoliu, resp. k\u00a0verejnosti. Za charakteristick\u00e9 znaky marketingovo orientovanej \u0161koly pova\u017eujeme (OBDR\u017d\u00c1LEK, HORV\u00c1THOV\u00c1 a kol., 2004, 178):<\/p>

  • nepretr\u017eit\u00e9 monitorovanie s\u00fa\u010dasn\u00fdch a bud\u00facich potrieb cie\u013eov\u00e9ho trhu, ktor\u00e9 vy\u017eaduje, aby \u0161kola venovala st\u00e1lu pozornos\u0165 starostlivosti o\u00a0z\u00e1kazn\u00edka: \u017eiaka, rodi\u010da, partnerov \u0161koly trh,<\/li>
  • systematick\u00fd prieskum trhu, \u010do umo\u017en\u00ed zodpoveda\u0165 ot\u00e1zky o ve\u013ekosti trhu o jeho charaktere,<\/li>
  • kvalifikovan\u00e9 vyty\u010dovanie cie\u013eov, ktor\u00e9 sl\u00fa\u017ei na stanovenie misie, poslania a \u00faloh \u0161koly,<\/li>
  • d\u00f4sledn\u00e1 realiz\u00e1cia funkci\u00ed \u0161koly (personaliza\u010dn\u00e1, kvalifika\u010dn\u00e1, akultura\u010dn\u00e1, socializa\u010dn\u00e1,…),<\/li>
  • inov\u00e1cia v\u0161etk\u00fdch aktiv\u00edt \u0161koly, \u010d\u00edm sa sleduje s\u00fastavn\u00e9 vylep\u0161ovanie v\u0161etk\u00fdch javov a procesov s cie\u013eom zabezpe\u010dovania a zvy\u0161ovania kvality,<\/li>
  • ujasnenie strat\u00e9gie a cesty t\u00fdkaj\u00facej sa dlhodobej existencie \u0161koly,<\/li>
  • nepretr\u017eit\u00e1 kontrola a vylep\u0161ovanie imid\u017eu \u0161koly,<\/li>
  • sk\u013abenie potrieb a z\u00e1ujmov z\u00e1kazn\u00edkov s potrebami a z\u00e1ujmami \u0161koly.<\/li><\/ul>

    Koncepcia marketingu \u0161koly (resp. vzdel\u00e1vacej in\u0161tit\u00facie) je z\u00e1visl\u00e1 od viacer\u00fdch premenn\u00fdch: \u0161t\u00e1tny vzdel\u00e1vac\u00ed program, resp. celkov\u00e1 \u0161t\u00e1tna politika v\u00a0oblasti vzdel\u00e1vania, koncepcia rozvoja ob\u010dianskej spolo\u010dnosti, globaliz\u00e1cia, nadn\u00e1rodn\u00e9 koncepcie vzdel\u00e1vania (Eur\u00f3pska \u00fania a\u00a0pod.), region\u00e1lne a\u00a0lok\u00e1lne z\u00e1ujmy. V\u00a0tejto s\u00favislosti je preto potrebn\u00e9 rozli\u0161ova\u0165 dlhodob\u00e9 a\u00a0kr\u00e1tkodob\u00e9 potreby a\u00a0z\u00e1ujmy spolo\u010dnosti, ale aj dlhodob\u00e9 a\u00a0kr\u00e1tkodob\u00e9 potreby \u201ez\u00e1kazn\u00edkov\u201c \u0161koly, pri\u010dom d\u00f4raz je potrebn\u00e9 kl\u00e1s\u0165 predov\u0161etk\u00fdm na: uspokojovanie potrieb z\u00e1kazn\u00edkov, po\u017eiadavky z\u00e1kazn\u00edkov a\u00a0verejn\u00fd z\u00e1ujem. Marketingov\u00e9 ch\u00e1panie \u0161koly vych\u00e1dza z\u00a0predpokladu, \u017ee ak chce \u0161kola pre\u017ei\u0165 v\u00a0trhovom prostred\u00ed, mala by sa zamera\u0165 na \u017eiaka ako na klienta a\u00a0vz\u00e1jomn\u00fd vz\u0165ah ch\u00e1pa\u0165 ako v\u00fdmenu hodn\u00f4t navz\u00e1jom. V\u00a0pr\u00edpade marketingovej strat\u00e9gie \u0161k\u00f4l je v\u0161ak potrebn\u00e9 bra\u0165 do \u00favahy aj t\u00fa skuto\u010dnos\u0165, \u017ee poskytovanie vzdelania je verejnou slu\u017ebou poskytovanou vo verejnom z\u00e1ujme, preto nie je mo\u017en\u00e9 v\u00a0plnom rozsahu uplatni\u0165 v\u00a0tejto oblasti trhov\u00fd pr\u00edstup (EGER, 2021, 9-10). \u00a0<\/p>

    Ako uv\u00e1dza M. Piso\u0148ov\u00e1 a\u00a0kol. (2021, 190-191), v prostred\u00ed \u0161koly je mo\u017en\u00e9 uplatni\u0165 marketingov\u00e9 strat\u00e9gie vo v\u0161etk\u00fdch oblastiach riadenia. D\u00f4raz sa kladie predov\u0161etk\u00fdm na osobu riadite\u013ea, ktor\u00fd by mal ma\u0165 jasn\u00fa predstavu o\u00a0tom, ako vyu\u017e\u00edva\u0165 marketingov\u00e9 n\u00e1stroje v prospech \u0161koly. Marketing teda predstavuje s\u00fa\u010das\u0165 syst\u00e9mu riadenia, ktor\u00fd dosahuje ciele organiz\u00e1cie prostredn\u00edctvom uspokojovania potrieb z\u00e1kazn\u00edkov, ktor\u00fdmi s\u00fa deti, \u017eiaci aj z\u00e1konn\u00ed z\u00e1stupcovia, v snahe re\u0161pektova\u0165 \u0161t\u00e1tnu vzdel\u00e1vaciu politiku. Vzh\u013eadom k\u00a0tomu, \u017ee zria\u010fovate\u013emi \u0161k\u00f4l nie s\u00fa len verejn\u00e9 in\u0161tit\u00facie (\u0161t\u00e1t, samospr\u00e1vny kraj, obec), ale aj s\u00fakromn\u00e9 subjekty, medzi ktor\u00fdmi prioritne doch\u00e1dza k \u201e boju\u201c o\u00a0\u017eiaka (k trhov\u00e9mu spr\u00e1vaniu), je nevyhnutn\u00e9, aby aj verejn\u00e9 in\u0161tit\u00facie rozv\u00edjali marketingov\u00e9 strat\u00e9gie a tak posil\u0148ovali svoje postavenie na trhu vzdel\u00e1vania.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    \u00daVOD DO EDUKA\u010cN\u00c9HO MANA\u017dMENTU Marketing v \u0161kolstve Pojem \u201emarketing\u201c m\u00f4\u017eeme vo v\u0161eobecnosti ch\u00e1pa\u0165 ako: 1. proces, ktor\u00fdm sa organiz\u00e1cia tvorivo, produkt\u00edvne a v\u00fdnosne uv\u00e1dza do vz\u0165ahu k trhu, 2. umenie vytv\u00e1rania a uspokojovania z\u00e1kazn\u00edkov so ziskom, 3. pred\u00e1vanie spr\u00e1vneho tovaru a slu\u017eieb spr\u00e1vnym \u013eudom na spr\u00e1vnych miestach v spr\u00e1vnom \u010dase za spr\u00e1vnu cenu so spr\u00e1vnou […]<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-3118","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/pages\/3118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/comments?post=3118"}],"version-history":[{"count":4,"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/pages\/3118\/revisions"}],"predecessor-version":[{"id":3159,"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/pages\/3118\/revisions\/3159"}],"wp:attachment":[{"href":"https:\/\/e-ucebnice.ff.ucm.sk\/index.php\/wp-json\/wp\/v2\/media?parent=3118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}