publication . Article . 2017

Marketing activities of higher education institutions

Vladimir Varadjanin;
Open Access
  • Published: 01 Jan 2017 Journal: Megatrend revija, volume 14, pages 305-326 (issn: 1820-3159, Copyright policy)
  • Publisher: Centre for Evaluation in Education and Science (CEON/CEES)
Abstract
Public sector marketing is a modern-day scientific discipline which is getting more and more attention. Institutions of higher education provide a specific kind of services to their users, which makes these institutions a part of the public sector. Due to dynamic changes in the environment, the demands and needs of higher education institution's users change, which makes it necessary to monitor these changes through certain marketing activities and adjust to them in order to satisfy the users' needs. Each higher education institution sets its own goals which, broadly speaking, are to meet their own needs, the needs of students and the society as a whole. Therefo...
Subjects
free text keywords: marketing strategy, higher education institutions, instruments of marketing mix, competitive advantage, Economics as a science, HB71-74, Higher education, business.industry, business, Public relations, Marketing
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