Abstrakt
ublications deals with the issue of the management of educational institutions in terms of qualified management, using strategic and marketing management in particular as support for good managerial practice and ensuring the competitiveness and sustainability of the educational institution. The issue of the management of the educational institution is also embedded in a wider context, it deals with the strategic starting points in terms of educational policy and the situation on the labor market and the related educational needs.
The publication aims to be a guide to the insight into the interdependence of marketing and management applied for the successful management of an educational institution, developing a marketing mix including an educational product and its promotion in the marketplace, respecting quality assessment approaches throughout the entire range of activities of the educational institution.