THEORETICAL CONCEPT OF PROMOTION OPTIMIZATION MODEL FOR HIGHER EDUCATIONAL INSTITUTIONS (UNIPOM)

Abstract

There has been an increasing importance of using marketing communication tools not only for corporate goals but also for higher educational goals. Yet there is a lack in conscious, effective usage of these tools. On the one hand a reason is that many higher educational institutions have no marketing strategy at all and on the other hand there is a shortage of methodology in optimizing marketing communication tools. Beside lack of marketing strategy, further problem is that from the marketing tools available, higher educational institutions can only change their communication in short term. Shortage in financial resources that can be spent on communication makes matters worse. Beside shortage in financial sources another problem is the scare of time available for the potential students to evaluate all the information available about university choice. Therefore it is important to find out which marketing communication tools and which media to use, who to address the given message with determined content and when to use the given tools during the recruitment process. To solve the above mentioned problems, an optimization is needed for marketing communication tools that also considers scare of financial resources and the habits of potential students when searching for information about their future universities. UNIPOM is a solution to this problem