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Megatrend revija
2016, vol. 13, br. 3, str. 183-202
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 21/01/2017
doi: 10.5937/MegRev1603183R
Creative Commons License 4.0
Primena marketing miksa koncepta kod strategije regrutovanja studenata - Univerzitet u Novom Sadu, Srbija
Univerzitet u Novom Sadu, Učiteljski fakultet, Sombor

e-adresa: vesna.rodic@pef.uns.ac.rs, nemanja.lukic@pef.uns.ac.rs

Sažetak

Prvi predmet istraživanja u ovom radu je pregled i poređenje različitih teorijskih pristupa primeni marketinga u visokoobrazovnim institucijama. Autori posmatraju marketing kao aktivan proces u kojem visokoobrazovne institucije privlače pažnju svojih korisnika na obrazovne usluge koje nude. Istraživanjem se tražio odgovor na pitanje koji instrument marketing miksa ima najveći uticaj na odluku o upisu na određeni fakultet na Univerzitetu u Novom Sadu. Istraživanje je obuhvatilo 783 studenta sa šest fakulteta ovog univerziteta. Autori su koristili nestandardizirani anketni upitnik za merenje stavova prema 26 različitih marketinških alata, uz pomoć Likertove lestvice od pet tačaka. Faktorska analiza sa primenom ekstrakcije faktora po metodu glavnih komponenti je korišćena za klasifikaciju varijabli. Autori izdvajaju sedam faktora koji su relevantni za izbor fakulteta: ljudi, fizički dokaz, promocija, imidž, resursi i dodatne usluge, mesto i cena. Dobijeni rezultati se podudaraju sa tradicionalnim elementima marketing miksa (7P) u manjoj ili većoj meri, potvrđujući rezultate prethodno sprovedenih istraživanja.

Ključne reči

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