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Review article

THE INFLUENCE OF DIGITAL BUSINESS ON THE DEVELOPMENT OF HIGHER EDUCATION INSTITUTIONS

Bojana Ostojić ; Univerzitet “Educons”, Fakultet za projektni i inovacioni menadžment PMC *
Irena Petrušić ; Univerzitet „Adriatic“, Fakultet za menadžment, Herceg Novi
Obrad Cabarkapa ; Univerzitet “Educons”, Fakultet za projektni i inovacioni menadžment PMC

* Corresponding author.


Full text: croatian pdf 1.107 Kb

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Abstract

Marketing as a scientific discipline has gained exceptional importance in the market today and represents one of the prerequisites for an effective fight against competition. What constitutes marketing refers primarily to activities for assessing needs, the scope of those needs, but also their intensity. The formation of a brand that is independent and recognizable on the market enables the acquisition of a competitive advantage over other participants in the same industry. The subject of research of this paper includes the analysis of gaining the trust of the higher education institution by the student, as well as determining the role of marketing in terms of brand formation. Brand is an important factor in any market. The brand will provide assistance to the higher education institution in proper marketing, attracting customers and ensuring consumer loyalty.

Keywords

marketing, brand, higher education institution, loyalty

Hrčak ID:

309058

URI

https://hrcak.srce.hr/309058

Publication date:

21.10.2023.

Article data in other languages: croatian

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