摘要：AbstractOne of the possibilities of how to flexibly adapt to changes within the developing society, that strongly influences the school environment, is to apply marketing approaches comprising a complex system of inter-related factors focused upon the school and the school environment – all with the purpose to create a positive image. This paper presents findings related to perception of the school culture by pupils, teachers, employees and parents. Key-factors, that shape attitudes towards schools, cover particularly satisfaction of pupils, employees and parents, mutual communication, evaluation process which asserts effective risk prevention efforts and fosters positive school climate. The Creating an Environment for Emotional and Social Well-Being (WHO) survey, unfinished sentences, semi-structured interview and focus groups were applied as research methods. Gathered results show the following strengths: positive approach of pupils to teachers, providing a friendly, rewarding and supportive atmosphere, the prevalence of the formal-collegial school management model. Among main weaknesses findings state: sexual harassment of pupils (especially girls), feeling safe, applying a duties-based school model as well as on one-way communication of schools with parents. It has been proved that improving the competence abilities of a school lies in utilizing social marketing (education results are of benefit for its graduates as well as for the whole society) and in improving the positive school atmosphere.
