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professional thesis
ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Education, 2023. urn:nbn:hr:141:068154
Bandić, Ljiljana
Josip Juraj Strossmayer University of Osijek
Faculty of Education

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Cite this document

Bandić, Lj. (2023). ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Education. Retrieved from https://urn.nsk.hr/urn:nbn:hr:141:068154

Bandić, Ljiljana. "ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Education, 2023. https://urn.nsk.hr/urn:nbn:hr:141:068154

Bandić, Ljiljana. "ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Education, 2023. https://urn.nsk.hr/urn:nbn:hr:141:068154

Bandić, Lj. (2023). 'ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Education, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:141:068154

Bandić Lj. ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Education; 2023 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:141:068154

Lj. Bandić, "ULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Education, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:141:068154

Metadata
TitleULOGA MARKETINGA U UPRAVLJANJU ODGOJNO-OBRAZOVNOM USTANOVOM
Title (english)THE ROLE OF MARKETING IN THE MANAGEMENT OF EDUCATIONAL INSTITUTIONS
AuthorLjiljana Bandić
MentorSnježana Dubovicki (mentor)
Committee memberZvjezdana Penava Brekalo (predsjednik povjerenstva)
Committee memberŽeljko Požega (član povjerenstva)
Committee memberMaja Brust Nemet (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Education
Osijek
Defense date and country2023, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY AREAS OF KNOWLEDGE
Educational Sciences (Child and Educational Psychology, Sociology of Education, Political Science of Education, Economics of Education, Anthropology of Education, Neurosciences and Early Learning, Educational Disciplines)
Abstract
U ovome se specijalističkom radu obrađuje tema marketinga u odgojno-obrazovnim ustanovama, poglavito školama. Marketing se tradicionalno u odgojno-obrazovnim sustavima dočekuje sa skepsom i animozitetom, s obzirom da pojedini akteri odgojno-obrazovnih sustava smatraju marketing vrijednosno nekompatibilnim sa odgojem i obrazovanjem te ga zaziru implementirati. U radu se obrađuju shvaćanja i definicije marketinga i marketinga u obrazovanju te povezanih ključnih pojmova poput marketinške orijentacije, marketinškog miksa i marketinškog plana. Rad se također bavi ključnim dionicima marketinga u obrazovanju, odnosno njihova uloga u marketingu odgojno-obrazovne ustanove. U radu se nastoje objasniti ključni razlozi animoziteta prema marketingu u obrazovanju, te se nastoji prikazati da modreni marketing nije suprotstavljen, već komplementaran osnovnoj školskoj djelatnosti: pružanju usluge odgoja i obrazovanja u korist cijelog društva. Provedeno je istraživanje na uzorku od 156 zaposlenika osnovnih škola ( ravnatelji, učitelji, stručni suradnici ) kako bi se ispitali njihovi stavovi o marketingu i potrebi provođenja marketinga u obrazovanju. Rezultati su pokazali da su stavovi ispitanika o primjeni marketinga u školi pretežno pozitivnog smjera, odnosno ispitanici su iskazali stav da se budućnost škole temelji na uspješnom marketingu i iskazali su želju za stjecanjem dodatnih znanja o marketingu.
Abstract (english)
This specialist thesis deals with marketing in educational institutions, especially schools. Marketing is traditionally greeted with skepticism and animosity in educational systems, given that some actors of educational systems consider marketing to be valueincompatible with education and hesitate to implement it. The thesis deals with definitions of marketing and marketing in education and related key concepts such as marketing orientation, marketing mix and marketing plan. The thesis also deals with the key stakeholders of marketing in education, i.e. their role in marketing practices of an educational institution. The thesis tries to explain the key reasons for animosity towards marketing in education and tries to show that modern marketing is not opposed to, but complementary to, basic school activities: the provision of education services for the benefit of the whole society. A survey of elementary school employees (N=156) was conducted in order to examine their attitudes towards marketing and implementing marketing in education. The results showed that the views of the respondents on the application of marketing in a school environment are predominantly positive. The respondents expressed the view that the future of schools will be based on successful marketing and expressed a wish to acquire additional knowledge on marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:141:068154
Study programmeTitle: Postgraduate specialist studies Management in educational institutions
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica vođenja i upravljanja odgojno-obrazovnom ustanovom (sveučilišni/a specijalist/specijalistica vođenja i upravljanja odgojno-obrazovnom ustanovom)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2023-07-25 07:06:38