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2017, vol. 64, br. 4, str. 1635-1649
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Marketing i visoko obrazovanje - stanje u Srbiji
Marketing and higher education: Condition in Serbia
Projekat: Projekat Ministarstva nauke Republike Srbije, br. EE18031
Razvoj, projektovanje i implementacija savremenih strategija integrisanog upravljanja operativnim radom i održavanjem vozila i mehanizacije u sistemima autotransporta, rudarstva i energetike (MPNTR - 35030)
Sažetak
Smanjena ulaganja države (u javnom sektoru) u obrazovanju ili samostalnom finansiranju (u privatnom sektoru), porast broja studenata i konkurenata, negativni demografski i ekonomski trendovi u Srbiji, naglašavaju neophodnost primene marketinga, izbor adekvatne marketing filozofije i sistemski pristup rešavanju problema. Učenici koji se upisuju na visokoškolske ustanove i njihovi roditelji koji finansiraju studiranje, imaju relativno malo informacija o kvalitetu obrazovanja koje im određena ustanova pruža, kao i mogućnostima zapošljavanja nakon njenog završetka. Stoga je neophodno da se uspostavi komunikacija između davaoca usluga i korisnika i to sadašnjih, ali i potencijalnih. Ključni preduslovi za razvoj uspešne marketing strategije se odnose na izbor ciljnog tržišta i koordinaciju instrumenata marketing miksa.
Abstract
The inductive research approach is directed to testing of the hypothesis: about implementing marketing management, depending on the configuration properties of a successful education, and expressed with increased customer satisfaction in Serbia. The survey results confirm that the quality of service in higher education institutions in Serbia depends on the configuration properties of a successful education. Finally, it was confirmed that the success of marketing activities directly depends on the degree of customer satisfaction. One of the main specificities of higher education, even in comparison to other industries and service, is that the service provides a number of years and what is its value after successful completion of use, lifetime. Higher education institutions are in a unique position to build good relations with existing customers directly affected by the increase in the number of users in the future tense.
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