ACCEPTANCE OF MARKETING CONCEPT AT HIGHER EDUCATION INSTITUTIONS- STUDENT FOCUSED APPROACH

Abstract

Due to the decrease in the number of students, increase in the number of higher education institutions and universities and the reduction of income of budget funds, educational institutions have no choice but to accept marketing concept as a guide in their activities. Acceptance of the student-focused concept is a starting point for a fundamental reform of teaching and curricula at higher education institutions. Since the satisfaction of students in the field of teaching quality, which is directly related to attracting new students, is a source of income for universities, marketing concept can mean a condition of survival. Work on creating a positive image of higher education institutions at all levels of action, and work on increasing the satisfaction of students and being responsible to them are the tasks of the management, teaching and administrative staff and all employees at the University.