Application of the Corporate Culture in the Field of School Management

The paper presents an application of concept of corporate culture. The school management is in the Czech Republic a new discipline in a progress. Our faculty has been offering special courses for headmasters since 1997. We began to create an application of marketing and management to education in co-operation with colleagues abroad and with other institutions which are focused on school management in the Czech Republic. We find the topic school culture highly important especially in the period of the education change. The paper presents a survey of school culture. Identification and evaluation of culture gap between existing culture and desired culture is a very important part of school self-evaluation process. The headmasters are key actors and responsible persons to culture change according to the Educational Act. Concept of organisational culture helps them to see the managed school in holistic approach. The survey of the school culture is focused on headmaster´s view of managed school. We show results of questioning groups of headmasters in 2002, 2007 and 2009. We can see changes in their evaluation of culture gap. Actually headmasters underline problems in: Control in school, Shared goals and Relationships among staff, Motivation of staff and Communication with community and parents, Organisational structure and routine of school and Relationships between teachers and students. Very small difference is between existing culture and desired culture in Expectation of education results. The similar applications and surveys are needed for development of special disciplines of the management and marketing especially for non-profit sphere.