Marketing of services in secondary schools in the Republic of Croatia

Abstract

The goals of the research were to determine the quantity, variety and quality of service, the extent to which certain marketing activities are applied in Croatian high schools, to explore the attitudes of teachers in respect to the need for marketing activity application in secondary schools in Croatia, and the knowledge teachers have about the marketing of services. In order to achieve these goals, we conducted a survey including 271 teachers of public, private and religious high schools. Even though the research confirmed that all schools apply numerous marketing activities, teachers in religious (85%) and public (72%) high schools believe these activities are not present at all. Teachers in public (26%) and religious (48%) high schools share the opinion that marketing activities should not be applied since they work in non-profit institutions. This opinion indicates a lack of knowledge about marketing and even a wrong attitude toward it.