INTERNACIONALNI MARKETING I GLOBALIZACIJA U VISOKOŠKOLSKIM USTANOVAMA
INTERNATIONAL MARKETING AND GLOBALIZATION IN HIGHER EDUCATION INSTITUTIONS

Summary/Abstract: Internationalization and global marketing are becoming increasingly important as key factors in the transformation of higher education institutions worldwide. This paper examines the impact of internationalization on education systems, focusing on students’ attitudes and perceptions of international exchange opportunities and global learning. The research was conducted through a survey of students from different courses and disciplines, with data analyzed using SPSS software. Factors such as participation in exchange programs, opportunities to improve language skills, international networking, and diverse academic experiences underscore the growing importance of internationalization. However, the process also presents challenges, including financial constraints, language barriers, and insufficient information, emphasizing the need for a strategic approach to building infrastructure and supporting students. Based on research on students’ attitudes and satisfaction with internationalization, this paper identifies key challenges and benefits and provides concrete recommendations for improving internationalization strategies at universities. Internationalization offers opportunities not only for individuals but also for entire education systems to become equal participants in the global education space, thereby contributing to societal development as a whole. Key aspects analyzed include students’ perceptions of the importance of internationalization, its challenges and benefits, and their satisfaction with the support and information available at their faculties. Particular attention was paid to programs such as Erasmus+ to identify the factors that influence student interest. In addition, a comparative analysis of the world's leading universities (Harvard, Columbia, Oxford, and the London School of Economics) reveals global trends in formal and informal education, including the increasing importance of online programs. The results show that language development, international networking, and career opportunities are the main motivators for students to participate in exchange programs. The conclusions highlight the need to improve support and infrastructure for internationalization at local faculties while addressing key challenges such as financial constraints and lack of information. This paper provides guidelines for developing strategies to enhance the global competitiveness of higher education institutions and better integrate students into the global education space.

• Details
• Contents