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2018, vol. 47, br. 3, str. 56-68
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Primena marketinga u visokim zdravstvenim strukovnim školama
Application of marketing in colleges of applied medical science
Sažetak
Nesporna je činjenica da se sektor visokog obrazovanja tretira kao neprofitni sektor, stoga marketinški koncepti koji se primenjuju u profitnom sektoru ovde nisu automatski primenjivi. Osim toga, nesporno je i da visoko obrazovanje spada u uslužne delatnosti i da se sve specifičnosti primenljive na upravljanje marketingom u prometu usluga mogu odnositi i na marketing u visokom obrazovanju. Većina institucija visokog obrazovanja priznaje potrebu za primenom marketinških alata kako bi opstali i suočili se sa izazovima u akademskoj sredini. Shodno tome, u poslednjih nekoliko godina istraživanja o marketingu u obrazovanju privlače sve veću pažnju.
Abstract
The undeniable fact is that the higher education sector is treated as a non-profit sector, therefore marketing concepts applied in the profit sector here are not automatically applicable. In addition, it is indisputable that higher education belongs to service activities and that all the specifics applicable to marketing management in the marketing of services can also apply to marketing in higher education. Most higher education institutions recognize the need to apply marketing tools to survive and face challenges in the academic environment. Consequently, in the last few years, research on marketing in education has attracted increasing attention.
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