Dr. Miroslav Terziyski, Assist. Prof.
South-West University “Neofit Rilski”
Absract. The article presents a study of the role of marketing in the school institution in the context of inclusive education. Considers advertising and PR as the most important elements of marketing communications for presenting the educational services that the school not only offers, but also qualitatively implements. Emphasis is placed on the importance of Internet marketing for popularizing the offered educational services and as a source for informing the target audience, and as a way to form and develop the brand and image of the school. Its importance for launching the idea of inclusive education and the need to change society’s behavior towards this humanistic idea is emphasized. Based on the results of our own survey with students and parents of children with and without special educational needs,
conclusions are drawn about the information most often sought by the target group
and which needs to find its place in the school’s internet marketing.
Keywords: school marketing; inclusive education; digital marketing; parents; children with special educational needs