Funkcija marketing menadžmenta u organizacijama za obrazovanje odraslih
Function of Marketing Management in Organisations for Adult Education

Summary/Abstract: After adoption of the legal framework in the field of adult education in Sarajevo Canton, interest of educational institutions for operating in this field is higher and higher. However, due to very non-stimulating environment and a lack of experience in the field, there is a huge number of organisations for adult education that need professional and financial support to survive. Therefore, in this paper work we examine the ways in which marketing management function is organised in three successful, intentionally selected, organisations for adult education, as well as how they create their marketing mix and what do they consider as less or more important in that process. At the beginning of the work, the theoretical base of adult education concept and marketing management, necessary for understanding of obtained results of the research, is presented. Later, after the presentation of methodological framework, we analysed and interpreted the results for each of three defined tasks of the research: determine and describe the type of organisation of marketing management function and the process of marketing decision-making within levels of organisational structure; determine the approach of an organisation in creating single elements of marketing mix through description of main characteristics of each element; and determine opinions of managers towards the importance of every single element of marketing mix for creating positive image of an organisation. In the absence of appropriate literature that links and explains a relation between these two fields, marketing management and adult education, the work can serve as a guide for adult education organisations in decision-making about the aspects covered by this work.

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