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IMPLEMENTATION OF MARKETING ACTIVITIES IN EDUCATIONAL SERVICES

Marta Matulcikova, D. Brevenikova

Abstract

The present paper deals with marketing of educational services, while the focus is on the factors of designing and providing these services. The authorsВ’ intention is to present partial outcomes from the research project KEGA ?. 014EU-4/2016. One of the issues explored in this project is also the analysing educational services and identifying efficient multi-professional and interdisciplinary approach to the provision of these services. The issue is discussed in three chapters, while the first two parts introduce the concepts of marketing, educational services, and educational product; the third chapter contains the characteristics of educational institutionsВ’ approaches and factors to be considered in designing an education programme. An institutionВ’s approach to the creation of its own educational product reflects the standard of the institution and its capability of satisfying its customers. For this reason, the focus of the research is on the description of individual factors and the level of their consideration in designing a new educational product. The research was conducted with 160 employees of educational institutions. Partial results of research in this area are presented in a table. It is stated in the conclusion that time and other costs connected with education have to be viewed by participants of education as a good investment in educational services if they are to be perceived as a competitive advantage of the educational facility concerned. The creation of education programmes has to be based on the needs of the labour market, and the employer sphere, as well as on needs and expectations of participants of education.

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DOI resolver: doi.org/10.5593/sgemsocial2018/3.4/S13.052

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