Services Marketing is an important issue in institutions of Special Education, where the customer’s needs differentiate significantly and the teacher’s exposure to parents is set at a relatively high level, compared to the regular schools. Educational organizations that want to survive and succeed in an ever increasing competitive market should be familiar with the market of educational services, the users of these services, as well as their needs and expectations.
In the scope of this qualitative research, two components of Services Marketing were analyzed in Stepping Forward Special Education Center: building customer relationships and the employee’s role in service delivery. A qualitative approach was used and methodology of case study was adopted. In order to collect data, series of interviews were conducted, the respondents were customers, employees and a head of Stepping Forward.
This study has shown that Stepping Forward does not possess a structured marketing plan, however it has professionally trained employees and a highly developed system of communication with customers, and these features stand for the key values of services marketing at present. In fact, in the eyes of interviewed parents, cheerful and dedicated teachers are seen as the main advantage of Stepping Forward.

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