Elementi marketing miksa kao činioci izbora visokoobrazovne institucije
Elements of the marketing mix as factors for higher education institution choice
Abstract
Korišćenje društvene marketing orijentacije i 'modela partnerstva' u visokom obrazovanju predstavlja preduslov opstanka fakulteta u postmodernističkom društvu, ali i šansu za povećanje kvaliteta njihovog funkcionisanja. U ovom radu analizirali smo ulogu i značaj marketing miksa, kao ključnog instrumenta u ostvarivanju željene razmene između visokoobrazovne institucije i korisnika njenih usluga - studenata. Predstavljeni su i rezultati empirijskog istraživanja na osnovu koga smo utvrdili kako korisnici usluga visokoobrazovne institucije posmatraju značaj pojedinih elemenata marketing miksa u donošenju odluke o upisu fakulteta.
Using social marketing orientation and the 'partnership model' in higher education is a prerequisite for the survival of faculties in postmodern society, but also an opportunity to increase the quality of their functioning. In this paper, we analyze the role and importance of the marketing mix, as a key instrument in achieving the desired exchange between faculties and users of their services - students. We also had presented the empirical research results. On basis of results, we identify how users of higher education institutions services consider the importance of certain marketing mix elements, in making choice of their future faculty.
Keywords:
visokoobrazovna institucija / obrazovna usluga / marketing miks / marketing mix / higher education institution / educational serviceSource:
Andragoške studije, 2011, 1, 135-156Publisher:
- Univerzitet u Beogradu - Filozofski fakultet - Institut za pedagogiju i andragogiju, Beograd
Funding / projects:
Institution/Community
Andragogija / AndragogyTY - JOUR AU - Miljković, Jovan AU - Kovačević, Jelena M. PY - 2011 UR - http://reff.f.bg.ac.rs/handle/123456789/1153 AB - Korišćenje društvene marketing orijentacije i 'modela partnerstva' u visokom obrazovanju predstavlja preduslov opstanka fakulteta u postmodernističkom društvu, ali i šansu za povećanje kvaliteta njihovog funkcionisanja. U ovom radu analizirali smo ulogu i značaj marketing miksa, kao ključnog instrumenta u ostvarivanju željene razmene između visokoobrazovne institucije i korisnika njenih usluga - studenata. Predstavljeni su i rezultati empirijskog istraživanja na osnovu koga smo utvrdili kako korisnici usluga visokoobrazovne institucije posmatraju značaj pojedinih elemenata marketing miksa u donošenju odluke o upisu fakulteta. AB - Using social marketing orientation and the 'partnership model' in higher education is a prerequisite for the survival of faculties in postmodern society, but also an opportunity to increase the quality of their functioning. In this paper, we analyze the role and importance of the marketing mix, as a key instrument in achieving the desired exchange between faculties and users of their services - students. We also had presented the empirical research results. On basis of results, we identify how users of higher education institutions services consider the importance of certain marketing mix elements, in making choice of their future faculty. PB - Univerzitet u Beogradu - Filozofski fakultet - Institut za pedagogiju i andragogiju, Beograd T2 - Andragoške studije T1 - Elementi marketing miksa kao činioci izbora visokoobrazovne institucije T1 - Elements of the marketing mix as factors for higher education institution choice EP - 156 IS - 1 SP - 135 UR - https://hdl.handle.net/21.15107/rcub_reff_1153 ER -
@article{ author = "Miljković, Jovan and Kovačević, Jelena M.", year = "2011", abstract = "Korišćenje društvene marketing orijentacije i 'modela partnerstva' u visokom obrazovanju predstavlja preduslov opstanka fakulteta u postmodernističkom društvu, ali i šansu za povećanje kvaliteta njihovog funkcionisanja. U ovom radu analizirali smo ulogu i značaj marketing miksa, kao ključnog instrumenta u ostvarivanju željene razmene između visokoobrazovne institucije i korisnika njenih usluga - studenata. Predstavljeni su i rezultati empirijskog istraživanja na osnovu koga smo utvrdili kako korisnici usluga visokoobrazovne institucije posmatraju značaj pojedinih elemenata marketing miksa u donošenju odluke o upisu fakulteta., Using social marketing orientation and the 'partnership model' in higher education is a prerequisite for the survival of faculties in postmodern society, but also an opportunity to increase the quality of their functioning. In this paper, we analyze the role and importance of the marketing mix, as a key instrument in achieving the desired exchange between faculties and users of their services - students. We also had presented the empirical research results. On basis of results, we identify how users of higher education institutions services consider the importance of certain marketing mix elements, in making choice of their future faculty.", publisher = "Univerzitet u Beogradu - Filozofski fakultet - Institut za pedagogiju i andragogiju, Beograd", journal = "Andragoške studije", title = "Elementi marketing miksa kao činioci izbora visokoobrazovne institucije, Elements of the marketing mix as factors for higher education institution choice", pages = "156-135", number = "1", url = "https://hdl.handle.net/21.15107/rcub_reff_1153" }
Miljković, J.,& Kovačević, J. M.. (2011). Elementi marketing miksa kao činioci izbora visokoobrazovne institucije. in Andragoške studije Univerzitet u Beogradu - Filozofski fakultet - Institut za pedagogiju i andragogiju, Beograd.(1), 135-156. https://hdl.handle.net/21.15107/rcub_reff_1153
Miljković J, Kovačević JM. Elementi marketing miksa kao činioci izbora visokoobrazovne institucije. in Andragoške studije. 2011;(1):135-156. https://hdl.handle.net/21.15107/rcub_reff_1153 .
Miljković, Jovan, Kovačević, Jelena M., "Elementi marketing miksa kao činioci izbora visokoobrazovne institucije" in Andragoške studije, no. 1 (2011):135-156, https://hdl.handle.net/21.15107/rcub_reff_1153 .