| Abstract | Visoko se obrazovanje u Republici Hrvatskoj susreće s mnogim izazovima, počevši od komunikacijskih i političkih izazova pa sve do nedovoljne motiviranosti dionika i pritiska medijskog prostora. Vidljivi su problemi posebice u odnosima s medijima i primjeni (pro)aktivnih strategija odnosa s javnošću i suvremenog pristupa komunikaciji koji uključuje korištenje društvenih mreža i svih prednosti online komunikacije čijih su potencijala itekako svjesni u korporativnom i drugim sektorima djelovanja. S obzirom na rastući broj studenata i rastuću potrebu za cjeloživotnim usavršavanjem, visoko obrazovanje koje prati tržišne potrebe prvi je izazov na putu k ispunjavanju potreba studenata. S obzirom na potražnju, ponuda privatnih obrazovnih institucija koje pomoću koncepta obrazovanje za zanimanja budućnosti i sukladno potrebama tržišta rada razvijaju svoje studijske programe evoluira sve šire. Kao primjer navedenih praksi, može se uzeti u obzir nekoliko privatnih visokih učilišta poput Edward Bernays University Collegea, Veleučilišta VERN' i Algebra University College koji studijske programe provode i plasiraju u skladu s potrebama tržišta rada i gospodarskog sustava. Upravo u segmentu binarnog obrazovanja, privatna visoka učilišta mogu iskoristiti prilike za strateško pozicioniranje. Visokoobrazovne institucije zbog administracije, resursa i veličine poprilično su tromi sustavi za brze i učinkovite promjene (Asoo.hr, 2013). Ključno je pitanje kako potencijalnom studentu, brendingom kao dugoročnim rezultatom kvalitetne strateške komunikacije i uporabe odabranih marketinških alata, predstaviti uslugu visokog obrazovanja. Za razliku od prije navedenog, privatno visoko obrazovanje u Republici Hrvatskoj ima znatno kraću i otežano ispisanu povijest. Prijašnje navedene stavke u primjeru sveučilišta i nedostatnog javnog binarnog obrazovanja daju prostor privatnim učilištima za diferencijaciju i brending. Nepobitno je da se današnji koncept obrazovanja bitno promijenio i da studenti kao potrošači obrazovnih usluga traže mnogo više od onog što većina sastavnica javnog visokog obrazovanja nudi, gdje se, opetovano, otvaraju prilike za pozicioniranje privatnih visokih učilišta. Cilj ovog rada je pomoću studije slučaja privatne visokoobrazovne institucije koja je u kratkom vremenskom periodu izrasla u akademski brend, predstaviti prizmu akademskog brenda te strukturu procesa, elemente i teoretski okvir brendiranja te marketinške i komunikacije u visokom obrazovanju. Svrha rada je prikazati kompleksnost strateške komunikacije u visokom obrazovanju te kako uspješno upravljanje paletom komunikacija može utjecati na percepciju i uspjeh visokoobrazovne institucije. |
| Abstract (english) | High education in the Republic of Croatia faces many challenges, from communication and political challenges to the lack of motivation and media space pressure. There are obvious problems especially in media relations and the application of (pro) active public relations strategies and modern communication approaches, including the use of social media and all the benefits of online communication whose potential is known. Given the growing number of students and the growing need for lifelong education, higher education that monitors market needs is the first challenge to meet the needs of students. Regarding the demand, the offer of private educational institutions, which, through the concept of education for future job trends and in accordance with the needs of the labour market, develop their study programs, evolves more widely. As an example of the aforementioned practices, we can use for an example several private higher education institutions such as Edward Bernays University College, VERN’ and Algebra University College, which study programs run according to the needs of the labour market and the macroeconomic system. In the binary education segment, private higher education institutions can take advantage of opportunities for strategic positioning. Higher education institutions due to administration, resources and size are rather hasty systems for rapid and effective change (Asoo.hr, 2013). The key question is how to present a higher education service to a potential student, branding as a long-term result of quality strategic communication and the use of selected marketing tools. Unlike the foregoing, private higher education in the Republic of Croatia has a much shorter and more difficult history. The above-mentioned matters give space to private higher education institutions differentiation and branding. It is immaterial that today's concept of education has changed significantly and that students as educational service consumers are looking much more than what most of the components of public higher education offer, where, again, open opportunities for the positioning of private higher education institutions. The aim of this paper is to present a prize of the academic prism and the structure of the processes, the elements and the theoretical framework of branding, marketing and communication in higher education through a case study of a private higher education institution that has grown into an academic brand in a short period. The purpose of the paper is to demonstrate the complexity of strategic communication in higher education and how successful communication management can influence the perception and success of a higher education institution. |
