Strategijski marketing u oblasti visokog obrazovanja
Strategic Marketing in the Field of Higher Education
Apstrakt
Predmet rada je teorijski i praktični aspekt strategijskog marketinga u oblasti visokog obrazovanja. U prvom delu rada analizirane su teorijske osnove i elementi strategijskog marketinga, a u drugom delu prikazano je istraživanje primene strategijskog marketinga u pozicioniranju visokoškolskih obrazovnih institucija. Naglašeno je da je prvi i najvažniji korak u razvoju obrazovnih institucija strategijska analiza, koja koristi savremene modele analize. Implementacija marketing strategija u razvoju obrazovnih institucija dobija nove oblike, prateći trendove kretanja na globalnom tržištu obrazovnih usluga. Strategijska kontrola je važan korak u strategijskom razvoju obrazovnih institucija, jer ukazuje na greške u procesu implementacije strategija. Cilj rada je da se definišu moderni pristupi strategijskog marketinga u pozicioniranju obrazovnih institucija u savremenom globalnom i digitalnom okruženju. Osnovna hipoteza rada je da strategijski marketing predstavlja platformu za razvoj i pozicioniranje obrazovnih institucija. U radu su predstavljeni rezultati dubinskih intervjua sa univerzitetskim profesorima u regionu, kao i analiza primera iz prakse. Rezultati rada imaju naučni, stručni i društveni doprinos. Naučni doprinos ogleda se u unapređenju modela strategijskog marketinga u oblasti primene visokog obrazovanja. Društveni doprinos rada ogleda se u razvoju najvažnije društvene oblasti, obrazovanja.
Abstract
The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities’ education is strategic analysis, with models for analysis of global education’s market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institu-tions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present’s platform for development and positioning of the universities. In the paper are present results of the indepth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.
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