E-Knjižnica FET "Dr. Mijo Mirković"

Marketing education at higher education institutions in Croatia

Plantić Tadić , Diana and Čop , Mateja and Medić , Rino (2012) Marketing education at higher education institutions in Croatia. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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Nowadays, higher education has become a prerequisite for economic stability and well-being of each individual, but also of the society on the whole. The basic causes of economic inequality and undevelopment show the increased importance of considering the labour market structure. Thereby, the emphasis is given to education and investments in human potentials as the important priority for developing competitive and knowledge-based economy. Namely, business organizations and other microsystems which are involved in modern market competition have to accept its imperative criteria if they want to adjust to turbulent environmental changes in time. Hence, they need to also develop their crucial resources, that is, human potentials, if they want to maintain and reinforce their competitive position on dynamic and unstable market. On the other hand, joining the European Union will impose on Croatia the fulfilment of the requirements which are the unavoidable prerequisite for EU membership. It also considerably refers to the imperative adjustment of Croatian higher education system to the new courses of European education area. As the final result of that adjustment, the competitiveness of Croatian labour force should be achieved on the European market as Croatian education system was significantly getting behind in comparison with most developed countries (Plantić, 2004). Namely, modest investments in Croatian education system and its inefficiency have represented the barrier to the future reinforcement of Croatian business competitive position, but also the competitiveness of economy in general. Therefore, adjusting the strategic guidelines of Croatian development policy to the EU requirements inevitably implies the compatibility of Croatian higher education system and those of EU members according to Bologna declaration setting (Tadić, Ivanković, 2007). In addition, the reform of Croatian higher education within a framework of Bologna process enables the mobility of teachers and students themselves, as well as bigger competition on labour market. Thus, students are being offered with a wider choice of education institutions, teachers and programmes, which allows them to increase their own market value to better compete on labour market. Thereby, it is necessary to bear in mind the importance of dynamic approach to market demand, that is, to the need of Croatian economy and society for higher education. The importance of human potentials, as the initiator and owner of business processes and activities, reflects in their remarkable role in the economy of each country.

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Tip objekta: Dio knjige
Dodatne informacije: e-book
Teme: 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 04 Jul 2013 06:21
Zadnja promjena: 04 Jul 2013 06:21
URI: http://eknjiznica.unipu.hr/id/eprint/2228

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