THE ROLE OF MARKETING MIX IN BRANDING OF HIGHER EDUCATION INSTITUTIONS
Keywords:
higher education, marketing mix, holistic marketing, integrated marketing communicationsAbstract
Due to the reduction in the number of interested students, an increase in the number of private faculties and decrease in donations and other revenues while increasing variety of costs, educational institutions have no other choice but to accept marketing concept in their business. Changes in demographic structures and phenomena of new social trends have significant implications for education. The work aims to emphasize the necessity of a holistic marketing and proper implementation of the marketing mix in educational institutions. Application of holistic marketing to raises the quality of higher education through the synergistic effect of applying of marketing mix. Using different combinations of marketing mix comparative advantages in the education market can be achieved. The main role of the marketing strategy is to combine competence and other strategies of educational institutions, coordinates challenges and restrictions in the region and to find the best ways of achieving the mission and vision. With optimal combination of marketing tools it will be easier to achieve better performance and implementation of holistic marketing, which can be a good basis for creating the image and positioning.
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