The task of this degree dissertation is the development of a marketing concept for a non-profit-organisation. Our customer, unterstrass.edu, is an evangelic private school in downtown Zurich which offers comprehensive secondary school education as well as teacher-training. This marketing concept concentrates only on the secondary school part of the organisation. Their two main problems are a decreasing number of student registrations and a small amount of male students.

This dissertation is splitted in four main parts: situation analysis, market survey, marketing targets and marketing mix decisions.

The SWOT-Analysis points out a lot of strengths and just a few weaknesses. Remarkable is the good education quality of the school and the high satisfaction rate of former students. One big chance is to increase the use of information technology for school education. The competitors of the Gymnasium Unterstrass are on one hand private schools, on the other hand public schools without school fees.

The market survey should show us the opinion of secondary school teachers and the needs of secondary school students. For this reason, we sent the survey to head teachers of secondary schools in Zurich. Main results are that almost every teacher knows the Gymnasium Unterstrass and that teachers in general make recommendations for specific schools.

The two main objectives are already mentioned, but there are other marketing targets. The most important is to keep the high satisfaction rate. The service mix shows, that the school should expand the infrastructure of the information technology and keep track about the statistics of different school versions. The communication mix is the biggest part, because it is an important factor to increase the number of students. Among other things, we suggest to organize events by students for students. These events will help to call attention to the Gymnasium Unterstrass in general and to increase the number of male students.