摘要：Understanding factors and circumstances that create certain market environment conditions is a primary goal of any modern - oriented higher education institution that enables harmonizing the supply with current demands as well as defining appropriate marketing strategies.The process of formulating the strategy of a higher education institution,in addition to reviewing the existing services,includes identifying new opportunities,analyzing relevant competitors and positioning against them and similar.The need for change in marketing strategy,that is market restructuring of a higher education institution,presents a natural consequence of economic oscillations which are the result of market needs and competition dynamics.Continuous monitoring and adjustment of modern developments with the needs of the target market affect the overall perception of service quality and satisfaction of users.Since the choice of marketing strategy involves defining the best ways of achieving the goals,keeping in mind that marketing as a business function,it should contribute to the improvement of educational institutions of governance process,orientation towardsthe market,or aligning curriculum with the needs of target groups.The Education Reform in Serbia has initiated all educational institutions(private and state) which market-oriented their activities,due to insufficient,inadequate application of current marketing and marketing tools.Using different combinations of marketing mix instruments can lead to achieving competitive advantage in education market.The main role of marketing strategy is to combine competences and other strategies of an educational institution,coordinating the challenges and limitations imposed by its environment and finding the best ways of achieving its mission and vision.
其他摘要：Razumevanje faktora i okolnosti koji kreiraju tržišnu atmosferu je primarni cilj savremeno orijentisane visokoobrazovne institucije,kako bi uskladila ponudu sa aktuelnom tražnjom i definisala odgovarajuću marketing strategiju.Proces formulisanja strategije visokoobrazovnih institucija,pored sagledavanja postojećih usluga,predstavlja i identifikovanje novih mogućnosti,analizu i pozicioniranje prema relevantnoj konkurenciji i sl.Potreba za promenom marketing strategije,odnosno tržišnog restrukturiranja visokoobrazovne institucije javlja se kao prirodna posledica pulsiranja sistema privređivanja koja je zasnovana na dinamici tržišnih potreba i konkurencije.Kontinuirano praćenje i usklađivanje savremenih dostignuća sa potrebama ciljnog tržišta utiču na ukupnu percepciju kvaliteta usluge i na satisfakciju korisnika.Shodno tome,izbor marketing strategije podrazumeva definisanje najboljih načina ostvarivanja ciljeva,imajući u vidu da marketing kao poslovna funkcija treba da doprinese poboljšanju upravljačkih procesa obrazovne institucije,orijentisane ka tržištu,odnosno usklađivanjem nastavnih programa sa potrebama ciljnih grupa i tržita rada.Reforma obrazovanja u Srbiji inicirala je sve obrazovne institucije (privatne ali i državne) da tržišno orijentišu svoje poslovne aktivnosti,s obzirom na nedovoljnu i neadekvatnu dosadašnju primenu marketinga i marketing instrumenata.Pomoću različitih kombinacija instrumenata marketing miksa mogu se ostvariti komparativne prednosti na tržištu obrazovanja.Osnovna uloga marketing strategije je da kombinuje kompetentnosti i druge strategije obrazovne institucije,usklađuje izazove i ograničenja iz okruženja i pronalazi najbolje načine za ostvarivanje misije i vizije.
