The Strategy of Marketing in Higher Education

Abstract

Successful companies strive for the satisfaction of consumers and excellent companies adapt themselves to the changing market on the basis of market oriented strategic planning.We will presuppose the successfulness of higher education institutions, which are striving for the biggest rate of knowledge in the market of education and are adapting themselves to the changes of inner and outer environment of higher education institutions. At the same time we will examine possibility of shaping the strategy in higher education institutions.We will have to consider the question of the competition of traditional universities, the subject of a higher education field and the market of a higher education field, which will be the basic premise of the realization of marketing discipline in higher education institutions. Key words: strategy, marketing, higher education institution, competition, commercialization of higher education