Process pedagogical approaches - a tool to reach target groups of universities
The article deals with classical and innovation methods used in pedagogical process at universities and their influence on development of capabilities of graduates of faculties. Capabilities which students obtain in education process complete their professional profile and can be helpful in ensuring their employability in the labour market. Therefore it is very important to promote process-oriented pedagogical approaches as a specific tool of marketing mix of universities and innovation methods as an integral part of this tool. The use of modern teaching methods is a sign of significant competitive advantage nowadays. Universities should pay attention to examining opportunities to streamline the tools of communication policy in their promotion. Responses to new forms of marketing communication presenting new process-oriented pedagogical approaches can also help universities with redefinition of their target audiences.
The need of relationship marketing in higher education
This paper is about research conducted in order to find the graduates’ perceptions regarding their opportunities to find a job after the 1 cycle of study. The main aim was to find their intentions to look for a job in the study field and how they perceive the easiness to find such a job. The outcomes have revealed that the respondents want a job in the study field, but they are anxious about a good integration on the labour market. In this respect, the higher education institutions have to communicate better with their students and other stakeholders in order to implement the relationship marketing in the organisation.
The explanatory foundations of relationship marketing theory
Purpose – Drawing on resource‐advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with other firms and consumers? Why are some efforts at relationship marketing more successful than others?Design/methodology/approach – Before addressing the three questions, the paper begins by discussing the different forms of relationship marketing.Findings – Although relationship marketing is a relatively young field of inquiry, relationship marketing theory is an extremely rich area of research. Relationship marketing can take many forms and, as a result, relationship marketing theory has the potential to increase one's understanding of many aspects of business strategy.Research limitations/implications – The answ...