Abstract:

Marketing management is currently a basic prerequisite for the success of not only companies but also educational institutions. Thanks to properly set up marketing processes and their proper management, the educational institution can achieve a significant competitive advantage and build a good reputation. The subject of the research of the solution is the analysis and analysis of current approaches to the marketing management of an educational institution, the examination of individual relations with stakeholders and their impact on the achieved performance of the educational institution. The output of the paper is a model of managing relationships with stakeholders of the educational institution. By applying this model, an educational institution can make full use of its cooperative potential.