Marketing komuniciranje visokoškolskih ustanova u Republici Srbiji
Marketing Communications of Higher Education Institutions in the Republic of Serbia
Apstrakt
U cilju suočavanja sa povećanom konkurencijom i ostalim izazovima na tržištu, visokoškolske ustanove (VŠU) su počele da primenjuju nove poslovne pristupe, što je dovelo do razvoja menadžmenta i marketinga visokoškolskog obrazovanja. Efikasno marketing komuniciranje je neophodno za dostizanje ciljeva vezanih za opstanak i razvoj na tržištu, pa teme iz ove oblasti imaju značajno mesto u marketingu visokoškolskog obrazovanja još od uspostavljanja te discipline. Različite strategije, aktivnosti, oblici i sredstva marketing komuniciranja definisani su u teoriji. Savremene tendencije podrazumevaju njihovo integrisanje u cilju ostvarivanja komunikacionih i strategijskih ciljeva organizacije. Nakon pregleda specifičnosti marketing komuniciranja u pomenutom kontekstu, opisano je realizovano empirijsko istraživanje koje se odnosi na VŠU u Republici Srbiji. Polazeći od činjenica da se tržište visokoškolskog obrazovanja u Srbiji primetno proširilo relativno nedavno i da se konkurencija značajno povećava od 2000. godine, u glavnoj hipotezi je izneta pretpostavka da VŠU u Srbiji koriste brojne aktivnosti marketing komuniciranja. Glavno istraživačko pitanje je: Koji oblici i koja sredstva marketing komuniciranja se koriste i do koje mere su integrisani? Istraživanje je zasnovano na veb sajtovima VŠU kao glavnom izvoru informacija, jer su oni zakonski obavezujuće sredstvo komuniciranja za VŠU u Srbiji. Autor traga za ostalim oblicima i sredstvima komuniciranja koji su integrisani, ili bar pomenuti na veb sajtovima, i tretira to kao indikacije integrisanog marketing komunciranja. Glavni nalazi istraživanja potvrđuju pretpostavku o korišćenju raznih sredstava i oblika marketing komuniciranja, ali otkrivaju i probleme u njihovoj integraciji i ukazuju na to da većina ustanova koristi slične aktivnosti, kao i da su inovativni i originalni oblici i sredstva veoma retki.
Abstract
In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs) started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies and activities, types and means of marketing communications have been defined in theory. The modern tendency is their integration for achievement of communication and strategic goals. After the review of marketing communications specifics in the mentioned context, the author presents the realized empirical research related to HEIs in the Republic of Serbia. Starting from the facts that domestic higher education market has widened relatively recently and competition has been significantly increasing since 2000, the author hypothesizes that numerous marketing communications activities are being used. The main research question is: Which types and means of marketing communications are used and how well are they integrated? The research relies on web sites of HEIs as main sources of information, as they are legally obligatory means of communication in Serbia. The author searches for other types and means which are embedded or at least mentioned on the websites, and treats that as indication of integration. The main research findings support the assumption on use of various types and means of marketing communications, but reveal problems in integration and show that HEIs use similar activities while innovative and original means and types of marketing communications are scarce.
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