A Global Analysis of the Educational Market Environment

摘要

From a marketing perspective, organizational objectives can not be achieved without a deep understanding of business environment coordinates. The aim of the present paper is to highlight which are the major components of the educational market environment, what specific opportunities and threats can be created for educational institutions and what marketing research methods and tools can be applied to investigate them. Environmental components are structured according with Kotler's model, which makes the distinction between microenvironment and macroenvironment. Various marketing research methods, both quantitative and qualitative, can be used in order to study the specific evolution of environmental factors.