MARKETINŠKO KOMUNICIRANJE V IZOBRAŽEVALNIH INSTITUCIJAH

Pirih, Nina

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Title:	MARKETINŠKO KOMUNICIRANJE V IZOBRAŽEVALNIH INSTITUCIJAH
Authors:	ID Pirih, Nina (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Pirih_Nina_2012.pdf (719,45 KB) MD5: ED23A20B6364C8395692610D992C3469 PID: 20.500.12556/dkum/6ca383ab-87bc-4576-b386-3d7e78f42e74
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Obravnavamo področje se nanaša na marketinško komuniciranje izobraževalnih storitev. Marketinško komuniciranje je sestavni del splošnega procesa komuniciranja, skozi katerega organizacija vstopi v dialog z različnimi ciljnimi skupinami. V sloveniji se pojavlja kar nekaj neprofitnih organizacij, katerih cilj je zadovoljiti potrebe različnih interesnih skupin s svojimi proizvodi in storitvami. Ena izmed vej neprofitnih organizacij je tudi izobraževanje. Izobraževalne institucije zadovoljujejo potrebo po izobraževanju. V Sloveniji deluje več izobraževalnih ustanov, kot so na primer univerze, samostoji visokošolski zavodi, ljudske univerze, izobraževalni centri in druge. Vsaka izobraževalna ustanova si skuša pridobiti čim večji ugled, pri čemer si pomaga tudi z marketinškim komuniciranjem. Zelo pomembno je, da pri marketinškem komuniciranju določimo program komuniciranja, pri katerem je zelo pomemben člen izbira marketinškega komunikacijskega orodja. Med orodja komuniciranja uvrščamo oglaševanje, pospeševanje prodaje, odnose z javnostmi, osebno prodajo in neposredno trženje. V izobraževalnih institucijah uporabljajo prav vsa orodja komuniciranja. Z oglaševanjem informirajo potencialne uporabnike o svojih storitvah, na primer z katalogi, brošurami, plakati, letaki. Z pospeševanje prodaje skušajo pridobiti nove potencialne uporabnike z raznimi predstavitvami, sejmi, razstavami. Odnose z javnostjo uporabljajo predvsem za odnose z mediji, kateri jim pomagajo obveščati vse potencialne uporabnike z različnimi članki in objavami. Osebno prodajo izkoristijo za takojšen neposreden odziv, kar je za izobraževanje zelo pomembno. Prav tako komunicirajo z uporabniki preko neposrednega trženja, torej preko elektronske pošte, telefona, katalogov in naslovjene pošte, kar jim omogoča da prilagodijo vsebino sporočila posamezniku.
Keywords:	• Marketinško komuniciranje, • Neprofitne organizacije, • Izobraževalne institucije, • Marketinško komuniciranje izobraževalnih institucij, • Oglaševanje, • Pospeševanje prodaje, • Odnosi z javnostmi, • Osebna prodaja, • Neposredno trženje.
Place of publishing:	Maribor
Publisher:	[N. Pirih]
Year of publishing:	2012
PID:	20.500.12556/DKUM-23073
UDC:	659.1
COBISS.SI-ID:	11229212
NUK URN:	URN:SI:UM:DK:85CTDMLQ
Publication date in DKUM:	28.11.2012
Views:	1930
Downloads:	203
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	MARKETING COMMUNICATIONS FOR EDUCATIONAL INSTITUTIONS
Abstract:	The area that we discussed is connected to marketing communication of educational service. Marketing communication is the ingredient part of the base process of communication, through which the organization starts the dialogue with different target groups. There are some non-beneficial organizations in Slovenia, which have a goal to satisfy the needs of various interest groups with their products and services. One of the branches of non-beneficial organizations is also education. Educational institutions satisfy the need for education. There are many educational foundations in Slovenia, like universities, independent higher education institutions, people's universities, centers of education and other. Each educational foundation tries to gain the biggest reputation, for which it also helps itself with marketing communication. It is very important for marketing communication to determine the program of communication, where the choice of marketing communication tool plays a very important part. Tools of marketing communications are advertising, sales promotion, public relations, personal selling and direct marketing. All tools of communication are being used in educational institutions. They inform the potential users with advertising about their services, for example with catalogs, brochures, posters, leaflets. They try to acquire new potential users with sales promotion by showing them different presentations, fairs, exhibitions. They use public relations mainly for media relations, which help them to announce all potential users with various articles and announcements. They use personal selling for immediate direct response, which is very important for education. They also communicate with users through direct marketing, that means e-mails, telephones, catalogs and direct mail, which allows them to adjust the content of the message to the individual.
Keywords:	• Marketing communication, • Non – profit organization, • Educational institutions, • Marketing communications of educations institutions, • Advertising, • Sales promotion, • Public relations, • Personal selling, • Direct marketing.

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