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MARKETING IN EDUCATION
Today marketing is particularly actual for the system of national education, because this system has to be structurally transformed in accordance with the new demand for well-qualified professionals.
The marketing in education is a system of managing market activities of educational institutions, directed at studying the educational market. It is resulted in the most effective satisfaction of the needs: individuals’ needs in education, educational institution’s in development, companies and other organisation’s needs in employee potential growth.
Considering the fact that marketing research is the basis, creating marketing activities when choosing marketing techniques, it is necessary to have good and correct information about market conditions, competitors and customers.
The features that define the specific character of marketing in education can be grouped as follows:
1.) the active role of the ultimate consumer of educational services- an individual- in the educational process;
2.) a delayed character of the education result expression changes significantly the dynamics of supply and dictates the features of the price and communication policy;
3.) an active government’s participation in the development of education results in close interaction of profit and non-profit organizations in marketing educational service.
Nowadays education marketing is developing very intensively. It plays an important role due to particular importance of education in the economic development of regions.
When considering the specific character in the educational areathe following problems become obvious:
1. Adherence to the formal presentation of education in the form of certificates and diplomas;
2. Entrusting in functions of promoting educational services to incompetent services;
3. Slow response of educational institutions to changes in demand for specialists in new directions.
Thus, main directions of improving application of marketing may be as follows:
a.) Involvement of greater number of professional practitioners in the process of training to improve the quality of education;
b.) Creating a specialized marketing service that is able to quickly respond to changing marketing conditions;
c.) Transition to market- oriented educatonal services.
