THE MARKETING ASPECTS OF MODERN COMMUNICATION IN HIGHER EDUCATION - CREATING VALUE FOR STUDENTS
THE MARKETING ASPECTS OF MODERN COMMUNICATION IN HIGHER EDUCATION - CREATING VALUE FOR STUDENTS

Summary/Abstract: Modern communication offers endless creative possibilities of company’s differentiation among its competitors in the market. The challenge, power and potential of new technologies lie in the fact that modern forms of communication allow interactive exchange of information a market-oriented company should use as a base when creating not just product or service, but value for its consumers. For educational purposes, modern communication is an endless source of creative solutions how to improve business and motivate a student to consume educational content successfully. The purpose of this paper was to research the marketing aspects of modern communication, to help determine what is value to students. Adequate marketing tools enable the institution to detect and understand students’ characteristics, so they contribute to satisfying students’ needs and desires. The research was conducted through an online survey among students of the University of Applied Sciences Baltazar Zaprešić regarding students’ level of satisfaction with studying in general and in terms of communication tools. We determined that the University is market-oriented, uses modern tools of communication in order to detect and create value tailor-made for each student. Given that higher education is a specific field of business that strongly affects the society in general, a positive and proactive approach to modern communication tools could serve as a model of communication to both private and public higher education institutions in Croatia to help them determine more efficiently the needs, desires and expectations of consumers/students and to deliver them value.

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