Strategic marketing in the field of higher education

Abstract

The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.