Saradnja sa zemljama Zapadnog Balkana kao deo strateškog planiranja promocije više škole

NameEURASHE_sem_PHE_Belgrade_090315_pres_GRLICA.pdf
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Year2015
Author(s)Zdenka Grlica, Bojan Sešel
Abstract
Due to changes in the environment of educational organizations is the aim of this paper to justify the necessity of introducing strategic marketing concept in the operation of these. In the following, we focus on the promotion of educational institutions and services. Application part of the paper presents a concrete example of a strategic approach in planning the promotion of vocational colleges, which also includes public relations. Various forms of international cooperation with educational organizations in the Western Balkan relate to these. In conclusion, we find that the marketisation of education is a global phenomenon in developed economies, and is not something specific characterized only for Slovenian educational environment Consequently, the individual marketing activities are not effective, therefore a coordinated and strategic approach is required. This also applies to the field of promotion. The final conclusion is that international cooperation in the field of education brings greater visibility and reputation as well as a competitive advantage, which is reflected in the increasing student enrollment.

Zbog promene u okruženju obrazovnih organizacija cilj ovog rada je da se opravda neophodnost uvođenja strateškog koncepta marketinga u rad medija. U nastavku, fokusiramo se na promociju obrazovnih institucija i službi. Primenjeni deo pokazuje konkretan primer strateškog pristupa u planiranju promocije strukovnih škola, što uključuje odnose s javnošću. Ovo se odnosi na različite oblike saradnje škola sa obrazovnim organizacijama na Zapadnom Balkanu. U zaključku, nalazimo da je marketizacija obrazovanja globalna pojava u razvijenim ekonomijama, i da nije specifična u slovenačkom obrazovnom okruženju, kao i na to, da pojedinačne marketinške aktivnosti nisu efikasne, što zahteva koordiniran i strateški pristup. Ovo se odnosi i na polje promocije. Zaključak je da međunarodna saradnja u oblasti obrazovanja može da donese veću vidljivost i ugled i da postane konkurentska prednost, koja se ogleda u sve većem upisu studenata.
CategoriesMission of PHE » 2015 Seminar Regional