University of Maribor, Faculty of Organizational Sciences
Abstract
Over the last decades, national education systems worldwide have been developing strategies and tools with a view to making schools responsive and proactive in rapidly changing and unstable environments. One of the motivation toolsare the mechanisms that steer schools toward market behavior. For this reason, schools should develop a different, marketing culture. The question, however, is whether said schools have developed the marketing culture and how we can asses it. The purpose of this paper is primarily to present the features of the marketing culture in general, secondly, to consider the indicators of the marketing culture and, thirdly, to discuss the findings of the quantitativet study that we conducted in the period from January to May 2006.Snovalci šolskih politik v svetu in tudi v Sloveniji so v zadnjih desetletjih razvijali strategije in orodja z namenom spodbuditi večjo odzivnost in proaktivnost šol v hitro spreminjajočih se in nestabilnih okoljih kot je v preteklosti obstajala. Eden od načinov spodbujanja je tudi vpeljevanje 'mehanizmov', ki šole spodbujajo k tržnemu obnašanju. Šole naj bi zato razvile tudi drugačno, marketinško, kulturo.Vprašanje, ki se ob tem zastavlja, je, ali so šole razvile marketinško kulturo in kako lahko to kulturo ovrednotimo. Namen tega prispevka je, prvič, predstaviti značilnosti marketinške kulture na splošno, drugič, preučiti kazalnike marketinške kulture in, tretjič, obravnavati izsledke kvantitativne študije, ki smo jo izvedli v obdobju od januarja do maja 2006
