Marketingstrategien der Erwachsenenbildung in ihrer Entwicklung.
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| Title: | Marketingstrategien der Erwachsenenbildung in ihrer Entwicklung. |
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| Authors: | Möller, Svenja1 Svenja.moeller@uni-hamburg.de |
| Source: | Forum Erwachsenenbildung. 2026, Issue 2, p15-19. 5p. |
| Subject Terms: | *Adult education, *Digital media, Marketing strategy, Marketing research, Marketing management, Market segmentation |
| Abstract (English): | The article deals with the development and marketing strategies in adult education. It describes the genesis of adult education marketing since the 1980s, with the educational mission regarded as a central marketing objective in non-profit institutions such as community colleges. Essential elements of a marketing strategy include market segmentation, competition and cooperation analyses, as well as the use of marketing instruments such as product policy, pricing policy, communication policy (including social media), and distribution policy. Despite the increasing importance of digital media and modern advertising forms, systematic market observation and marketing control are still rarely implemented in the practice of adult education. In conclusion, it remains unclear why the topic of marketing is scarcely reflected upon in the professional literature, even though it is present in practice. [Extracted from the article] |
| Abstract (German): | Der Artikel beschäftigt sich mit der Entwicklung und den Marketingstrategien in der Erwachsenenbildung. Er beschreibt die Genese des erwachsenenpädagogischen Marketings seit den 1980er Jahren, wobei der Bildungsauftrag als zentrales Marketingziel in Non-Profit-Einrichtungen wie Volkshochschulen gilt. Wesentliche Elemente einer Marketingstrategie umfassen Marktsegmentierung, Konkurrenz- und Kooperationsanalysen, sowie den Einsatz von Marketinginstrumenten wie Angebotspolitik, Gegenleistungspolitik, Kommunikationspolitik (inklusive Social Media) und Distributionspolitik. Trotz der zunehmenden Bedeutung digitaler Medien und moderner Werbeformen wird eine systematische Marktbeobachtung und Marketingkontrolle in der Praxis der Erwachsenenbildung noch selten umgesetzt. Abschließend bleibt offen, warum das Thema Marketing in der Fachliteratur kaum reflektiert wird, obwohl es in der Praxis präsent ist. [Extracted from the article] |
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| Database: | Education Research Complete |
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