engleski

Implementation of Marketing Principles in Educational Non-Profit Institutions’ Domain

In the era of global competition, when service users are characterized by specific behaviour that is reflected in highly expressed preferences, when the differences between brands are evident, educational institutions are simply forced to act in market conditions, viewing from the marketing aspect. In such circumstances, it is necessary to carefully create a competitive product or a service, define an optimal way to distribute it (i.e. the location), and of course, promote it to a target group in educational market. This paper deals with modern surrounding of non-profit higher education institutions and modalities of responses to challenges that stem from external environment.

Non-profit sector; educational institutions; extern environment; higher education; marketing mix.

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