Marketing Approach in Adult Education

Abstract

The papers demonstrates that ad ult education organizations can no longer ignore marketing activities, although by many - particularly state­ funded ones -marketing is still regarded as some­ thing rather negative, which is in direct opposition to the fundamental mission of education institutions, namely the provision of knowledge, formation of a comprehensive personality, etc. The negative attitude, however, arises from insufficient knowledge and understanding of marketing. In adult education, marketing is primarily related to research into education needs and desires, and to the prediction of future needs, in order for an institution to develop quality educational programmes in good time. Daniela Brečko lists the most important elements of marketing in education organizations, including the fulfilment of the needs, desires and requirements of educational programme users, concern for their satisfaction and well-being during the educational process, qualifications and motivation of the staff in education organizations, creation of a sound public reputation, public relations, and efficient dissemination of information among potential users. At the end, Brečko emphasizes that marketing thus percei ved can greatly contribute to the development and quality of adult education.