THE NEED OF NEW RELEVANT STRATEGY AT UNIVERSITIES – MARKETING AND UNIVERSITIES –
THE NEED OF NEW RELEVANT STRATEGY AT UNIVERSITIES – MARKETING AND UNIVERSITIES –

Summary/Abstract: The reality in which universities work has become more competitive over the years. Strong and dynamic changes are issue for universities and academic environment. Around the world, market elements have been implemented into the sector of universities. Universities are facing a challenge which requires application of marketing approach. The research paper highlights the market orientation concept applied within the context of higher education. Considering the important changes taking place in this sector, a strong willingness of universities to adopt marketing concepts is needed. It is necessary to develop marketing-oriented university management. Research: Interviews with students from the state Universities of the Republic of Macedonia. The Republic of Macedonia is part of the global world in which universities are facing a major challenge of the time and a test of their ability to respond to the changed nature of the market. It is highlighted that the application of new marketing concepts in the process of the functioning (management) of the universities in the Republic of Macedonia is necessary in order to meet the demands of students and companies, and competitiveness in the regional and global market. Marketing as a function, with all its features, especially the new marketing concepts developed in the spirit of universities, would help eliminate the defects found in the system. If our institutions keep on functioning based on the old system / bureaucratic concept, the success will never come. Markets are constantly changing, and only those who are ready for proactive change will succeed.

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