engleski

Marketing concept implementation as an innovative approach to education system improvement in Croatia

The major global trend in the education system today is the high quality access to a lesser amount of basic knowledge that is to be actively adopted and should serve as a good basis for permanent (life-long) education. Its main goal is to develop capacities for problem solving. Interdisciplinarity, creativity and entrepreneurial orientation are the major features of modern education. According to Bejaković (2006) the education system of a country is one of the major factors for creating competitiveness of the national economy. The post-industrial « ; ; knowledge society» ; ; requires the education system to adopt numerous innovations in order to develop the quality of human capital on a national level, as well as of each and single individual potential. Numerous economic, political and social changes included in the trasition process in Croatia as well as the growing significance of education in the global labour market, make it neccessary to adopt numerous changes in the area of education. The process of privatization and market economy system has been introduced in the area of education too. Although not too competitive, there is definitely a market, evident characteristics of supply and demand for education service. Marketing concept application in the area of education seems to be a neccessary policy and strategy option if the system wants to create the best service to its customers. It helps to identify the needs of customers, both students and labor market, and ensure the flexible and market sensitive institution which is able to adapt to dynamic changes in the environment. This paper analyzes the marketing efforts that are being made in the Croation education system on macro level, but also gives an example of a highschool fromVinkovci which is trying to implement the marketing concept in order to be competitive.

secondary education ; marketing ; Croatia ; service quality

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