Management of innovations in the development of marketing management in higher education of the Republic of Srpska

Abstract

Proper consideration of factors and circumstances that create the atmosphere of the market is the main goal of a modern-oriented higher education institution, in order to align itself with current demand and to define marketing strategy which will match the current situation. Besides analyzing current services, the process of formulating the strategy of higher education institutions, based on innovation, also includes identifying new opportunities, analyzing and positioning towards the relevant competition and so forth. The need for change in marketing strategies, that is, the necessity for market restructuring of higher education institutions occurs as a result of constant changes of economic system which is based on the dynamics of market demands and competition.

Keywords

• innovations
• marketing management
• information technology
• higher education