MARKETING OF EDUCATION AND ITS SPECIFICS IN MODERN SOCIETY Cover Image

MARKETING OF EDUCATION AND ITS SPECIFICS IN MODERN SOCIETY
MARKETING OF EDUCATION AND ITS SPECIFICS IN MODERN SOCIETY

Author(s): Romana Schunová
Subject(s): Education, Economic development, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: education; event marketing; marketing communication in the education sector; marketing mix in the education sector; PR; specifics of marketing education;

Summary/Abstract: Modern society is a knowledge-based society. Education has become a valuable investment in recent years. Knowledge is regarded as an increasingly important means of achieving extensive economic growth and development. Intellectual property is used to gain a competitive advantage in the marketplace. Differentiation is a viable strategy for those education establishments, which desire to offer educational programs appealing to their clients. To build their strategy, it is inevitable to adopt approach focused on using effective marketing communication tools. The main objective of the theoretical part is to demonstrate specifics of marketing communication and focus on event marketing as a popular and effective marketing tool used by education establishments.

  • Issue Year: 6/2019
  • Issue No: 1
  • Page Range: 713-734
  • Page Count: 22
  • Language: English