Dostosowanie oferty edukacyjnej do potrzeb rynku pracy jako efekt działań marketingowych
Adjustment of an educational offer to labour market needs as a result of marketing activity

Summary/Abstract: Marketing as a manner of management using specific tools and procedures seems to be particularly useful in the practice of educational institutions, including secondary schools, which operate in the conditions of increased competition and unfavourable demographic trends. This approach to educational institutions management is also justified by a potential influence of marketing tools and procedure, especially the market segmentation procedure, on the adjustment of an educational offer to labour market needs. The aim of the study is to show the specific character of educational marketing, its instruments and procedures in practice, while the problem of adjusting an educational offer to labour market needs is considered from the angle of factors related to market environment and the benefits derived by schools owing to the practical use of marketing activity. The study also refers to the results of the author’s own investigations into the barriers in adjusting the educational offer of secondary schools to labour market needs.

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