Analysis of higher education marketing environment in Lithuania

Abstract

The authors emphasize the role of marketing in education. They article presents the different standpoints to marketing in educational establishments, emphasizing the similarities of marketing in education and service marketing and highlighting their specific characteristics. The authors introduce the idea of the market orientation approach with regard to educational institutions as well as describe the profiles of the main target markets. The paper presents the analysis of education marketing environment in Lithuania by determining social, cultural, technological and economical environment trends. Demographic trends indicate to the reduction of the number of applicants, which is toughening competition among higher educational establishments. The use of marketing methods al^ws improving the quality of services offered by educational establishments and enhancing competitiveness.