PROCESS PEDAGOGICAL APPROACHES – A TOOL TO REACH TARGET GROUPS OF UNIVERSITIES - Polish Journal of Management Studies

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PROCESS PEDAGOGICAL APPROACHES – A TOOL TO REACH TARGET GROUPS OF UNIVERSITIES

Abstracts > Vol 5

PROCESS PEDAGOGICAL APPROACHES A TOOL TO REACH TARGET GROUPS OF UNIVERSITIES
Martina Ferencová PhDr. PaedDr. PhD., Jana Jurková Ing. PhD.


Abstract :The article deals with classical and innovation methods used in pedagogical process at universities and their influence on development of capabilities of graduates of faculties. Capabilities which students obtain in education process complete their professional profile and can be helpful in ensuring their employability in the  labour market. Therefore it is very important to promote process-oriented pedagogical approaches as a specific tool of marketing mix of universities and  innovation methods as an integral part of this tool. The use of modern teaching methods is  a sign of   significant   competitive advantage nowadays . Universities should pay attention to examining opportunities to streamline the tools of communication policy in their promotion. Responses to new forms of marketing communication presenting new process-oriented pedagogical approaches can also help universities with redefinition of their target audiences.
Key words: university, marketing mix,  process pedagogical approaches,   innovation methods, capabilities, communication policy

JEL Codes: I2, M3
Introduction

Universities have a number of tools available for reaching target groups in the marketing mix. In addition to product, price, distribution and promotion these include specific tools such as personalities, physical conditions, participatory engagement and process-oriented pedagogical approaches (Štefko, 2003).
In order to reach the public universities need to prepare attractive tools of marketing mix and clearly define different target groups of the public to meet their needs and requirements. Universities also need   to support
tools of marketing mix through communication policy appropriately and inform target groups about their special offer. It is very important to pay attention to examining opportunities to streamline the tools of communication policy of universities in order to increase aninterest in educational services (product of university).
The focus of this article is process-pedagogical approaches, which are a typical tool of marketing mix for educational institutions.

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Conclusion

Economic study programmes (for example 3.3.15 Management) based on education seek to develop students' preconditions for the ability to compete at economic and financial positions and in many kind of businesses and other organizations (Štefko, 2012).  In order to be successful in the labour market it is also important to develop students personal capacities and skills.
Process pedagogical approaches can prepare students for meeting needs and requirements of potential employers. They can increase the quality of education system at all levels (for more Cristinel, 2010b), they can have a significant influence on the quality of education provided by a concrete university and also on the quality of the relationships between university and its target groups. However,  target groups should be aware of   this specific tool of marketing mix of education institutions .Universities should promote it by means of unusual tools of marketing communication with an emphasis  on e-communication. According to research results, good communication could change the attitudes of an individual or group of people regarding a certain entity (European Commission
EUROPE 2020).
Process pedagogical approaches promote teachers as stakeholders of educational institution and e-communication promote it to all target groups
mostly prospective students.

PEDAGOGICZNE PODEJŚCIE PROCESOWI JAKO NARZĘDZIE UNIWERSYTETWO W CELU DOTARCIA DO GRUP DOCELOWYC

Abstrakt: tematem artykułu jest pedagogiczne podejście procesowe. W przypadku gdy nauczyciele stosują skuteczne metody nauczania, mogą wpływać oni na pozytywną reakcję mającą miejsce na rynkach docelowych a także zwiększyć prestiż i popularność instytucji naukowych. W porównaniu z klasycznymi metodamy (wykład, seminarium, dyskusja, pokaz), które mają na celu przekazywanie informacji, metody innowacyjne mają na celu rozwijanie osobowości uczniów i ich możliwości, więc metody te przegotowują uczniów do odniesienie sukcesu na rynku pracy.

 
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