Eureka! Institutional Repository

This Diploma Thesis was developed in the framework of the acquisition of a postgraduate diploma in the "Administration of Educational Units" of Alexandrio TEI. Thessaloniki. The issue addressed in this paper is the development of a strategic marketing plan for a public education institution for post-secondary education in the prefecture of Larissa. Promoting educational institutions is a complex process as it is a service provision. A feature of public education is its social character and the statutory economic and legal framework that it applies. This diploma is required to examine if the organization is sustainable and whether and to what extent a marketing plan can be applied to the 2nd Public IEK. Larissa because of the tight, inelastic legal framework that governs it, its social character and the limited finances it manages. In this context, the objectives of the present work, which is to describe in detail the current situation of the organization and its administrative structure, present its vision and mission, as well as its competitors and its competitive advantage in the market of the prefecture of Larissa. In this study, reference to the legal form of the educational organization and the political and legal status surrounding it can’t be missed. The usefulness of strategic marketing planning is the choice of the current strategic decision alternatives that will affect the educational organization in its future development. An important role in this paper is therefore the strategic analysis of swot that analyzes the internal and external environment of the organization. This analysis will lead to the definition of the regular marketing to be used, that is to determine the four components of the marketing mix, the educational product provided, the pricing policy followed, the distribution channels used and the promotional and projection mix. The first part refers to the historical development of marketing, analyzes educational marketing and the marketing mix of educational organizations. The National Development Policy for Education is presented in the period 2017-2021 and is defined as the wider, current Pest Analysis. The last part provides financial analysis of the present educational organization. All sources of finance are presented and personal proposals and estimates are presented too in order to draw further economic resources and the organization to become strong and sustainable.