The influence of marketing communication on perception and decision-making process of service users

Abstract

The paper presents an analysis of the impact of marketing communication tools on the attitudes of service users, with a special emphasis on users of services provided by higher education institutions (HEIs). It first present the theoretical assumptions of the marketing concept and its application in HEIs, while the empirical part presents an analysis of the representation and adequacy of the various marketing communication instruments application at the Higher Business School of Vocational Studies in Leskovac. With different combinations of marketing communication instruments, comparative advantages in the education market can be achieved. The paper analyzes the results of the survey, which examines how and to what extent certain marketing communication instruments influence the attitudes of students of the HEI. The contribution of this research is reflected in the possibility of a better understanding the complexity of the issues related to the application of marketing communications in HE.

Keywords

• marketing communication
• service marketing
• higher education