Era prosumenta w edukacji
Era of prosumer in education

Summary/Abstract: In this paper basic issues connected with implementation of marketing management in education sphere in situation of more and more demanding clients are discussed. In spite of many objections and controversies as describing a pupil as a consumer (or client) is concerned, it seems that this trend must be accepted. Analysis of pupil’s behavior shows that they are not only as common clients or an effect, a product, of school education. It results from a fact that pupils are co-creators of educational service as well, and moreover – their part in creation and design of this service is significant, so they can be called prosumers. In this paper it is underlined that pupils share their good and bad experiences from schools out, therefore they have a big role in taking decisions by other prospective-pupils. And next important conclusion is that schools managers need wider knowledge on how to use marketing conception and public relations tools in better functioning of educational institutions.

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