engleski

Application of marketing on institutions of higher education

The modern knowledge-based economy and the promotion of knowledge is a prerequisite for development of education institutionsʹ. Marketing as an organizational function can be defined as the set of processes aimed at creating, communicating and delivering value to consumers and development of customer relationship management in a way that benefits the organization and its owners. Characteristics of modern educational market have increased the need of the marketing activities of higher education institutions. Specifics of marketing in education are related to the fact all stakeholders: teaching and non- teaching staff, administration and the whole internal environment play a significant role in the customers' perception of the institution. That means that significant amount of time and complex coordination of different stakeholders need to be implemented when creating marketing strategy. The goal of marketing of higher education institutions is to create a positive image of the institution, which consequently will lead to an increase in the number of students and recognition institutions in the scientific community. Through analysis of implemented marketing activities , this paper will try to show the possibilities of marketing higher education institutions emphasizing the use of marketing media in the marketing process. Highly competitive market, intensive efforts to attract new customers and the neccessity to invest into marketing activitiescreate the bases for the theoretical framework of this paper. Research results indicate the crucial importance of involving all internal stekholders into the marketing process and show imply word of mouth and Internet as major marketing media in institutions of higher education.

marketing ; higher education institutions ; higher education ; word of mouth ; Internet

Zbornik se referira u Web of Science, EBSCOhost, RePEc, EconPapers, Socionet