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master's thesis
Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2021. urn:nbn:hr:131:100384
Demović, Lucija
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Pedagogy

Institutional repository: ODRAZ

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Demović, L. (2021). Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu? (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:100384

Demović, Lucija. "Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:131:100384

Demović, Lucija. "Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2021. https://urn.nsk.hr/urn:nbn:hr:131:100384

Demović, L. (2021). 'Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 25 November 2024, https://urn.nsk.hr/urn:nbn:hr:131:100384

Demović L. Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu? [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2021 [cited 2024 November 25] Available at: https://urn.nsk.hr/urn:nbn:hr:131:100384

L. Demović, "Predstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:131:100384

Metadata
TitlePredstavljanje privatnih škola javnosti: Ima li mjesta pedagogiji u marketingu?
Title (english)Presenting Private Schools to the Public: Is There a Place for Pedagogy in Marketing?
AuthorLucija Demović
MentorIvan Markić (mentor)
Committee memberAnte Kolak (predsjednik povjerenstva)
Committee memberZoran Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Pedagogy)
Zagreb
Defense date and country2021-12-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Pedagogy
School Pedagogy
Abstract
Promjene u poslovanju bilo kojeg područja u stalnom su i ubrzanom razvoju. Odgojno-obrazovne ustanove također podliježu promjenama suvremenog svijeta, no one koje pripadaju državnom sistemu u manjem opsegu uspijevaju pratiti ih. S druge strane, područje privatnih škola ima mogućnost veće autonomije i decentralizacije koju mogu iskoristiti za unaprjeđenje kvalitete. Specifičnost je privatnih škola njihovo financiranje koje počiva na uvođenju školarina koje u Hrvatskoj još uvijek predstavljaju pojam povlaštenog dijela stanovništva. Upravo zbog toga privatno školstvo mora i opravdati kvalitetu te raditi na tome da zadrže svoje učenike. U ovom radu razmatraju se posebnosti predstavljanja privatnih škola javnosti, preciznije hrvatskih gimnazija. Istraživanjem svih platformi koje koriste, poput osnovnog oblika predstavljanja temeljem web stranice škole ili društvenih mreža, analizira se sadržaj koji gimnazije nastoje prikazati. U velikom rasponu informacija posebna pozornost daje se izdvajanju pedagoških vrijednosti i definiranju pedagoške djelatnosti u prostoru marketinških strategija. Na taj se način nastoji provjeriti može li se kroz marketing održati kvaliteta odgojno-obrazovne djelatnosti i štoviše, unaprijediti.
Abstract (english)
Changes in the business activity of any area are in constant and accelerated development. Educational institutions are also subject to changes in the modern world, but those attached to the state system manage to keep up with them to a lesser extent. On the other hand, the area of private schools has the potential for greater autonomy and decentralization which they can use to improve quality. The particularity of private schools is their financing, which is based on the introduction of tuition fees, which in Croatia still represent the concept of a privileged part of the population. That is why private education must justify quality and work to keep its students. This paper discusses the distinctiveness of presenting private schools to the public, more precisely Croatian high schools. By researching all the platforms they use, such as the basic form of presentation based on the school website or social networks, we analyse the content that high schools try to present. In a wide range of information, special attention is paid to the separation of pedagogical values and the definition of pedagogical activity in the field of marketing strategies. In this way, it is verified whether the quality of educational activities can be maintained through marketing and, moreover, improved.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:100384
Study programmeTitle: Pedagogy (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra pedagogije (magistar/magistra pedagogije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-12-23 11:32:58