Konkurrenzfähiges, mehrkanaliges Non-Profit Marketing.
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| Title: | Konkurrenzfähiges, mehrkanaliges Non-Profit Marketing. |
|---|---|
| Authors: | Schöll, Ingrid1 Ingrid.schoell@me.com |
| Source: | Forum Erwachsenenbildung. 2026, Issue 2, p20-26. 7p. |
| Subject Terms: | *Adult education, *Continuing education, *Communication strategies, *Demographic change, Multi-channel integration, Digital technology, Marketing software, Social marketing |
| Abstract (English): | The article addresses the challenges and opportunities of multi-channel, competitive non-profit marketing in adult education and continuing education. It emphasizes the previously underestimated importance of marketing tools such as statistical long-term analyses and points to the necessity of designing both analog and digital educational offerings to be high-quality and target-group appropriate. In view of demographic change, digitalization, and societal transformations such as migration and sustainability, continuing education institutions must adapt their product and communication strategies to promote equitable participation and reach new target groups. Furthermore, the complex multi-channel communication is highlighted as a central challenge, especially in the tension between financial resources, quality assurance, and the growing competition from digital platforms. [Extracted from the article] |
| Abstract (German): | Der Artikel behandelt die Herausforderungen und Chancen eines mehrkanaligen, wettbewerbsfähigen Non-Profit-Marketings in der Erwachsenenbildung und Weiterbildung. Er betont die bisher unterschätzte Bedeutung von Marketinginstrumenten wie statistischen Langzeitauswertungen und verweist auf die Notwendigkeit, analoge und digitale Bildungsangebote qualitativ hochwertig und zielgruppengerecht zu gestalten. Angesichts des demographischen Wandels, der Digitalisierung und gesellschaftlicher Transformationen wie Migration und Nachhaltigkeit müssen Weiterbildungseinrichtungen ihre Produkt- und Kommunikationsstrategien anpassen, um Teilhabegerechtigkeit zu fördern und neue Zielgruppen zu erreichen. Zudem wird die komplexe Mehrkanal-Kommunikation als zentrale Herausforderung hervorgehoben, insbesondere im Spannungsfeld zwischen finanziellen Ressourcen, Qualitätssicherung und der wachsenden Konkurrenz durch digitale Plattformen. [Extracted from the article] |
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| Database: | Education Research Complete |
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