РАЗВОЈ МАРКЕТИНГ КОНЦЕПЦИЈЕ У ОБРАЗОВНИМ ИНСТИТУЦИЈАМА
Evolution of Marketing Concept in Educational Institutions

Summary/Abstract: Contemporary society is characterised by very intensive social changes which strongly impact on the role and aims of education. Knowledge and human creativity are increasingly becoming basic resources of development and survival on the world market. Ever increasing investment in education, which is evident particulary in the last decade, is nevertheless slowing in the sense that the governments of many countries are setting an upper limit to public spending on education. Many changes have also occurred in management of schools and other educational institutions. There are greater opportunities for decision making at the level of the institutions themselves. The reduction in expected enrollments, donations and other sources of income and the simultaneous rise in various costs have led many educational institutions to embrace marketing concept. Many institutions have faced the changing needs of students and expectations of society, increased competition for funding and, on the other hand, with unabated financial pressures and calls for increased efficiency. Therefore, many educational institutions were often forced to take a look at marketing to see what this discipline might offer to keep their institutions viable and relevant.

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