20.500.12556/DKUM-19569 MARKETINŠKI SPLET FAKULTETE S POUDARKOM NA PROMOCIJI MARKETING MIX ON THE FACULTY WITH AN EMPHASIS ON THE PROMOTION Dolgo časa je veljalo prepričanje, da je marketing domena le pridobitnih organizacij. Zaradi porasta števila javnih in zasebnih visokošolskih institucij v zadnjem času prihaja do konkurence med njimi oziroma do tekmovanja za študente. Te institucije se zato vse bolj zavedajo, da je marketing nujen, saj vpliva na odločitev bodočih študentov glede izbire izobraževalne institucije. Po drugi strani pa obstaja prepričanje, da marketinška orientacija sploh ni primerna za visokošolski prostor. Pedagoška fakulteta Univerze v Mariboru v letošnjem letu praznuje 50. obletnico delovanja. Ob takšnih mejnikih izobraževalne institucije že po tradiciji organizirajo različne dejavnosti, ki jih lahko opredelimo kot promocijske aktivnosti. Vendar pa praviloma ne poznamo učinkov teh dogodkov. Ne vemo, ali takšne aktivnosti vplivajo in kako vplivajo na spoznavanje in doživljanje institucije v očeh njenih uporabnikov. Tako smo z marketinško raziskavo poiskali odgovore na vprašanja, kako uporabniki storitev razumejo promocijo, kakšen pomen ji pripisujejo ter kako jo doživljajo. Ugotavljamo, da uporabniki storitev točno vedo, kaj promocija pomeni, in da ji pripisujejo velik vpliv na njihovo doživljanje institucije. Še več, pripravljeni so aktivno sodelovati pri organizaciji dogodkov ob 50. jubileju fakultete ter tako pomembno prispevati k ohranjanju tradicije institucije, katere del so in katere marketinški splet soustvarjajo. Zaradi tega je toliko večjega pomena, da izobraževalna institucija udeležence izobraževanja obravnava kot partnerje v procesu in ne le kot uporabnike njenih storitev. It was long believed that marketing was only a domain of profit organizations. The recent increase in the number of public and private higher education institutions has resulted in competition between them and in the battle to win students. These institutions are thus increasingly aware that marketing is essential because it affects the decision making of the future students regarding their choice of higher education institutions. On the other hand, there is a common belief that marketing orientation is not at all appropriate in the higher education area. The Faculty of Education at the University of Maribor celebrates its 50th anniversary this year. At the occasion of such milestones, higher education institutions traditionally organize different activities which could be identified as promotional activities. However, the effects of such events are usually not known. It is not known whether and in what way such activities affect the perception of the institution in the eyes of their users. By means of a marketing survey, we tried to find answers to the questions of how the users of activities understand promotion, what importance they ascribe to it, and how they experience it. We have found out that the users of services know exactly what promotion means and believe it has a major influence on their perception of the institution. In addition, they are prepared to actively participate in the organization of events and thus contribute significantly to maintaining the tradition of the institution of which they are part and the marketing network of which they help to create. It is therefore of even greater importance that an educational institution treats the participants in the educational process as partners in the process and not merely as users of its services. visokošolske institucije marketing izobraževanci promocija Higher education institutions marketing educatees (learners) promotion true true false Slovenski jezik Angleški jezik Diplomsko delo 2011-08-08 10:41:45 2011-11-10 13:02:57 2022-04-13 15:29:27 2023-12-25 03:29:06 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6934803 URN:SI:UM:DK:28TRGSFG VS_Tratnik_Metoda_2011.pdf VS_Tratnik_Metoda_2011.pdf 1 CC150AA22F0CC18B376B2A360764B0F6 b801ee1b9972096adb2e1e46ecc94e4ef87c159334e354e7d55b61a6689d49e2 68a102e1-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/9913cc50-4e35-4642-9c19-020ffd6fa7cc https://dk.um.si/Dokument.php?lang=slv&id=23794 Fakulteta za organizacijske vede 0 0 0