Nowadays, educational marketing becomes a task of both the central leading staff (Ministry, inspectorates) and the local one (school) – as an aspect of descentralization, a need to balance the relationship between the supply and demand in education, on the background of a very rich alternative educational offer (optional curriculum, private education, on the job qualification, distance learning projects, national and international programmes.

What can teachers do in these conditions? They shall study the domain of educational marketing, collect information regarding students’ and parents’ expectations, participate in training programmes and apply marketing principles when doing class management. For teachers the market is represented by their activity in the classroom, by the subject they teach; their “buyers” are the students while the “offer” is represented by the projects and educational programmes; the services are their actions, strategies, and resources while de demand is represented by the students’ expectations and interests. The teacher actively using educational marketing in his / her activity can apply one of the general marketing strategies – niche marketing, that is he / she offers certain projects and programmes only for the subject he / she teaches, for a determined period of time, for a market segment – the students he / she teaches.