Naslov
E-learning potential in education sector of developing countries: relationship marketing tool and cost cutting tool in times of financial downturn

Autori
Ćorić, Mirna ; Aleksić-Maslać, Karmela

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Skup
International Conference on Society and Information Technologies: ICSIT 2010

Mjesto i datum
Orlando (FL), Sjedinjene Američke Države, 06.04.2010. - 09.04.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
e-learning; relationship marketing; costcutting

Sažetak
E-learning and on-line teachings are major transformation methods when it comes to traditional ways of education. No longer is it necessary to be physically present in classrooms-education materials and lectures are available online. Though developed countries have found ways to implement e-learning as a major tool in providing education and it is widely used and accepted by students and professors, developing countries’ educational institutions are still lagging behind. E-learning still poses a big challenge, and its usage to the full potential is constrained by poor infrastructure and relative low awareness of the relevance of e-learning benefits due to the traditional mindset of people. A common belief is that education is not good enough unless provided in the classroom. Additional problem is the mentality of education institutions as whole which do not consider students as clients and which do not perceive the education as a service sector. Therefore running the risk of losing their clients and not offering variety of service which will improve the quality of education and facilitate access to all information for every student no matter where he or she is. Due to the global crisis and its side-effects, increased competition of private and public institutions which provide higher education, the most important goal is to stay on the market without decreased quality in providing the education. This requires articulated cost cutting strategies to ease the negative aspects of financial downturn and to maintain good financial results for educational institution. Universities also have to find ways to attract prospective students and maintain the existing ones who are eager to receive high quality education. Education in its traditional model has to be backed up by e-learning platforms which will leverage classroom education method allowing the access to education from everywhere in any time. E-learning becomes a centerpiece of good relationship marketing between provider of the service-education institution and a clientstudent, with more customized approach to education. Moreover, it provides a possibility to decrease cost incurred in the existence of physical offices, classrooms and technical apparatus needed with traditional methods of learning and it allows wider geographical distribution of education available to those who would like to pursue distance learning. Zagreb School of Economics and Management (ZSEM), one of the fist private business schools in Croatia, has been responding, right from its existence, to the technological changes and need for more dynamic ways of learning. Paper will give an insight of their strategy in using e-learning as relationship marketing tool and cost cutting tool as a possibility for other institutions in developing countries to capitalize their experience.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA