Elements of the marketing mix as factors for higher education institution choice

Korišćenje društvene marketing orijentacije i 'modela partnerstva' u visokom obrazovanju predstavlja preduslov opstanka fakulteta u postmodernističkom društvu, ali i šansu za povećanje kvaliteta njihovog funkcionisanja. U ovom radu analizirali smo ulogu i značaj marketing miksa, kao ključnog instrumenta u ostvarivanju željene razmene između visokoobrazovne institucije i korisnika njenih usluga - studenata. Predstavljeni su i rezultati empirijskog istraživanja na osnovu koga smo utvrdili kako korisnici usluga visokoobrazovne institucije posmatraju značaj pojedinih elemenata marketing miksa u donošenju odluke o upisu fakulteta.Using social marketing orientation and the 'partnership model' in higher education is a prerequisite for the survival of faculties in postmodern society, but also an opportunity to increase the quality of their functioning. In this paper, we analyze the role and importance of the marketing mix, as a key instrument in achieving the desired exchange between faculties and users of their services - students. We also had presented the empirical research results. On basis of results, we identify how users of higher education institutions services consider the importance of certain marketing mix elements, in making choice of their future faculty