ANALYSIS OF THE DEGREE AND THE STRUCTURE OF THE USE OF MARKET-ORIENTED ACTIVITIES IN ADULT EDUCATION INSTITUTIONS WITH A DIFFERENT NUMBER OF ENROLLED STUDENTS

Abstract

In this paper, public and/or nonprofit institutions of adult education in Croatia have been analyzed. The issue of the degree and the structure of the use of market-oriented activities in the mentioned institutions has been raised as the main subject matter of this research. The degree and the relationship will be studied and differences in the use of market-oriented activities in institutions with small and large number of enrolled students will be established. Verification of research objectives is based on measuring two constructs by a specially designed questionnaire. The relationship implied by research objectives will be empirically analyzed and partially confirmed on a random sample of Croatian institutions of adult education. The most important limitation of the research is related to the summarized self-reporting of marketing behavior by the analyzed institutions, which should be addressed by future studies. However, it is expected that the results of this study imply the existence of a relationship between different institutions of adult education with a different number of students and market activities which the mentioned institutions develop within the specific context of adult education ‘industry’. Special considerations should therefore be applied to the universal applicability of the obtained results in other fields of education.

Keywords

• adult education
• market-oriented activities
• students
• faculties
• Croatia