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Marketing-based sustainable development education in Croatia

The concept of sustainable development is a new social paradigm which undoubtedly affects models and patterns of behaviour and consideration on all levels of modern society. Therefore, interdisciplinary scientific studying of this concept is of great importance. Nowadays knowledge plays a crucial role in the development of an individual, but also of the society as a whole. The quality of education is becoming increasingly important, considering the new challenges imposed on us these days by globalization. Subsequently, in the early 1990s the idea of “education for sustainable development” emerged, and it has since then become increasingly relevant both in scientific circles and among the general public. In essence it represents the utilization of education as a means of achieving sustainability. In fact it means formally connecting education and sustainable development, with the emphasis being put on improvement of the quality of education, which in turn includes improvement of employee quality and the forming of a curriculum which would raise the awareness of the concept of sustainable development. To that end, marketing should play a role in utilizing competitive advantages and continuous research, which would contribute to a more successful implementation of the national sustainable development strategy. Education for sustainable development in the Republic of Croatia represents an important social issue and a significant prerequisite for competitiveness, progress and overall well-being of the entire society. It should also be pointed out that, considering the importance of marketing in the realization of sustainable development and the role that marketing plays in education institutions, this process must definitely be based on marketing principles, tools and knowledge.

Marketing; Education; Sustainable development; Croatia

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