Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung.
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| Title: | Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung. |
|---|---|
| Authors: | Alke, Matthias1 Matthias.Alke@uni-tuebingen.de |
| Source: | Forum Erwachsenenbildung. 2026, Issue 2, p27-31. 5p. |
| Subject Terms: | *Adult education, *Digital learning, *Digital transformation, Marketing personnel, Skilled labor, Pandemics, Social media in marketing, Strategic planning |
| Abstract (English): | The article addresses the strategies and challenges of digital education and personnel marketing in adult education. Due to the pandemic and digital transformation, the expectations of participants as well as funding bodies have changed, causing digital marketing to gain importance and new competitive conditions to arise. In addition to education marketing, which focuses on promoting educational offerings, personnel marketing is becoming increasingly relevant in order to attract and retain employees in the face of demographic change and skilled labor shortages. Digital platforms and social media play a central role in this, but require a clear strategic orientation to effectively reach heterogeneous target groups and use resources efficiently. Furthermore, the need for professionalization, the diversity of addressees, and the necessity of cooperative structures represent overarching challenges for adult education. [Extracted from the article] |
| Abstract (German): | Der Artikel thematisiert die Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung. Durch die Pandemie und die digitale Transformation haben sich die Erwartungen der Teilnehmenden sowie der Fördergeber verändert, wodurch digitales Marketing an Bedeutung gewinnt und neue Wettbewerbsbedingungen entstehen. Neben dem Bildungsmarketing, das sich auf die Vermarktung von Bildungsangeboten konzentriert, gewinnt das Personalmarketing an Relevanz, um angesichts des demografischen Wandels und des Fachkräftemangels Mitarbeitende zu gewinnen und zu binden. Digitale Plattformen und soziale Medien spielen dabei eine zentrale Rolle, erfordern jedoch eine klare strategische Ausrichtung, um heterogene Zielgruppen effektiv anzusprechen und Ressourcen effizient zu nutzen. Zudem stellen der Professionalisierungsbedarf, die Vielfalt der Adressat:innen und die Notwendigkeit kooperativer Strukturen übergreifende Herausforderungen für die Erwachsenenbildung dar. [Extracted from the article] |
| Copyright of Forum Erwachsenenbildung is the property of Waxmann Verlag GmbH and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 193386694 AccessLevel: 6 PubType: Periodical PubTypeId: serialPeriodical PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Alke%2C+Matthias%22">Alke, Matthias</searchLink><relatesTo>1</relatesTo><i> Matthias.Alke@uni-tuebingen.de</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Forum+Erwachsenenbildung%22">Forum Erwachsenenbildung</searchLink>. 2026, Issue 2, p27-31. 5p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Adult+education%22">Adult education</searchLink><br />*<searchLink fieldCode="DE" term="%22Digital+learning%22">Digital learning</searchLink><br />*<searchLink fieldCode="DE" term="%22Digital+transformation%22">Digital transformation</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing+personnel%22">Marketing personnel</searchLink><br /><searchLink fieldCode="DE" term="%22Skilled+labor%22">Skilled labor</searchLink><br /><searchLink fieldCode="DE" term="%22Pandemics%22">Pandemics</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+in+marketing%22">Social media in marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Strategic+planning%22">Strategic planning</searchLink> – Name: Abstract Label: Abstract (English) Group: Ab Data: The article addresses the strategies and challenges of digital education and personnel marketing in adult education. Due to the pandemic and digital transformation, the expectations of participants as well as funding bodies have changed, causing digital marketing to gain importance and new competitive conditions to arise. In addition to education marketing, which focuses on promoting educational offerings, personnel marketing is becoming increasingly relevant in order to attract and retain employees in the face of demographic change and skilled labor shortages. Digital platforms and social media play a central role in this, but require a clear strategic orientation to effectively reach heterogeneous target groups and use resources efficiently. Furthermore, the need for professionalization, the diversity of addressees, and the necessity of cooperative structures represent overarching challenges for adult education. [Extracted from the article] – Name: Abstract Label: Abstract (German) Group: Ab Data: Der Artikel thematisiert die Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung. Durch die Pandemie und die digitale Transformation haben sich die Erwartungen der Teilnehmenden sowie der Fördergeber verändert, wodurch digitales Marketing an Bedeutung gewinnt und neue Wettbewerbsbedingungen entstehen. Neben dem Bildungsmarketing, das sich auf die Vermarktung von Bildungsangeboten konzentriert, gewinnt das Personalmarketing an Relevanz, um angesichts des demografischen Wandels und des Fachkräftemangels Mitarbeitende zu gewinnen und zu binden. Digitale Plattformen und soziale Medien spielen dabei eine zentrale Rolle, erfordern jedoch eine klare strategische Ausrichtung, um heterogene Zielgruppen effektiv anzusprechen und Ressourcen effizient zu nutzen. Zudem stellen der Professionalisierungsbedarf, die Vielfalt der Adressat:innen und die Notwendigkeit kooperativer Strukturen übergreifende Herausforderungen für die Erwachsenenbildung dar. [Extracted from the article] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Forum Erwachsenenbildung is the property of Waxmann Verlag GmbH and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Languages: – Code: ger Text: German PhysicalDescription: Pagination: PageCount: 5 StartPage: 27 Subjects: – SubjectFull: Adult education Type: general – SubjectFull: Digital learning Type: general – SubjectFull: Digital transformation Type: general – SubjectFull: Marketing personnel Type: general – SubjectFull: Skilled labor Type: general – SubjectFull: Pandemics Type: general – SubjectFull: Social media in marketing Type: general – SubjectFull: Strategic planning Type: general Titles: – TitleFull: Strategien und Herausforderungen des digitalen Bildungs- und Personalmarketings in der Erwachsenenbildung. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Alke, Matthias IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Text: 2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 1433769X Numbering: – Type: issue Value: 2 Titles: – TitleFull: Forum Erwachsenenbildung Type: main |
| ResultId | 1 |
