Marketingtrends, -irrtümer und -herausforderungen gemeinwohlorientierter Erwachsenenbildung.
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| Title: | Marketingtrends, -irrtümer und -herausforderungen gemeinwohlorientierter Erwachsenenbildung. |
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| Authors: | Weber, Peter J.1 peter.weber@hs-fresenius.de |
| Source: | Forum Erwachsenenbildung. 2026, Issue 2, p36-39. 4p. |
| Subject Terms: | *Adult education, *Education marketing, *Education ethics, Sentiment analysis, Marketing mix, Capitalism, Search engine optimization, Internet marketing |
| Abstract (English): | The article addresses marketing trends, misconceptions, and challenges in community-oriented adult education. It describes the historical development of marketing from sales management to data-driven performance marketing, which increasingly relies on digital channels, search engine optimization (SEO), and social listening. A critical reference is made to the influence of surveillance capitalism, which uses human behavioral data as a raw material and also affects the education sector. Community-oriented adult education faces the dilemma of having to market itself more aggressively in the face of limited resources, thereby risking submission to a commercial logic. In conclusion, it is emphasized that educational providers should use modern marketing tools without succumbing to monetary imperatives in order to uphold their social responsibility. [Extracted from the article] |
| Abstract (German): | Der Artikel thematisiert Marketingtrends, Irrtümer und Herausforderungen in der gemeinwohlorientierten Erwachsenenbildung. Er beschreibt die historische Entwicklung des Marketings von der Absatzwirtschaft hin zu datenbasiertem Performance Marketing, das zunehmend auf digitale Kanäle, Suchmaschinenoptimierung (SEO) und Social Listening setzt. Dabei wird kritisch auf den Einfluss des Überwachungskapitalismus verwiesen, der menschliche Verhaltensdaten als Rohstoff nutzt und auch den Bildungsbereich erfasst. Die gemeinwohlorientierte Erwachsenenbildung steht vor dem Dilemma, sich angesichts knapper Ressourcen stärker vermarkten zu müssen, wodurch sie Gefahr läuft, sich einer erwerbswirtschaftlichen Logik zu unterwerfen. Abschließend wird betont, dass Bildungsanbieter moderne Marketinginstrumente nutzen sollten, ohne jedoch dem monetären Diktat zu verfallen, um ihre gesellschaftliche Verantwortung zu wahren. [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: 193386696 AccessLevel: 6 PubType: Periodical PubTypeId: serialPeriodical PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Marketingtrends, -irrtümer und -herausforderungen gemeinwohlorientierter Erwachsenenbildung. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Weber%2C+Peter+J%2E%22">Weber, Peter J.</searchLink><relatesTo>1</relatesTo><i> peter.weber@hs-fresenius.de</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Forum+Erwachsenenbildung%22">Forum Erwachsenenbildung</searchLink>. 2026, Issue 2, p36-39. 4p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Adult+education%22">Adult education</searchLink><br />*<searchLink fieldCode="DE" term="%22Education+marketing%22">Education marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Education+ethics%22">Education ethics</searchLink><br /><searchLink fieldCode="DE" term="%22Sentiment+analysis%22">Sentiment analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing+mix%22">Marketing mix</searchLink><br /><searchLink fieldCode="DE" term="%22Capitalism%22">Capitalism</searchLink><br /><searchLink fieldCode="DE" term="%22Search+engine+optimization%22">Search engine optimization</searchLink><br /><searchLink fieldCode="DE" term="%22Internet+marketing%22">Internet marketing</searchLink> – Name: Abstract Label: Abstract (English) Group: Ab Data: The article addresses marketing trends, misconceptions, and challenges in community-oriented adult education. It describes the historical development of marketing from sales management to data-driven performance marketing, which increasingly relies on digital channels, search engine optimization (SEO), and social listening. A critical reference is made to the influence of surveillance capitalism, which uses human behavioral data as a raw material and also affects the education sector. Community-oriented adult education faces the dilemma of having to market itself more aggressively in the face of limited resources, thereby risking submission to a commercial logic. In conclusion, it is emphasized that educational providers should use modern marketing tools without succumbing to monetary imperatives in order to uphold their social responsibility. [Extracted from the article] – Name: Abstract Label: Abstract (German) Group: Ab Data: Der Artikel thematisiert Marketingtrends, Irrtümer und Herausforderungen in der gemeinwohlorientierten Erwachsenenbildung. Er beschreibt die historische Entwicklung des Marketings von der Absatzwirtschaft hin zu datenbasiertem Performance Marketing, das zunehmend auf digitale Kanäle, Suchmaschinenoptimierung (SEO) und Social Listening setzt. Dabei wird kritisch auf den Einfluss des Überwachungskapitalismus verwiesen, der menschliche Verhaltensdaten als Rohstoff nutzt und auch den Bildungsbereich erfasst. Die gemeinwohlorientierte Erwachsenenbildung steht vor dem Dilemma, sich angesichts knapper Ressourcen stärker vermarkten zu müssen, wodurch sie Gefahr läuft, sich einer erwerbswirtschaftlichen Logik zu unterwerfen. Abschließend wird betont, dass Bildungsanbieter moderne Marketinginstrumente nutzen sollten, ohne jedoch dem monetären Diktat zu verfallen, um ihre gesellschaftliche Verantwortung zu wahren. [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: 4 StartPage: 36 Subjects: – SubjectFull: Adult education Type: general – SubjectFull: Education marketing Type: general – SubjectFull: Education ethics Type: general – SubjectFull: Sentiment analysis Type: general – SubjectFull: Marketing mix Type: general – SubjectFull: Capitalism Type: general – SubjectFull: Search engine optimization Type: general – SubjectFull: Internet marketing Type: general Titles: – TitleFull: Marketingtrends, -irrtümer und -herausforderungen gemeinwohlorientierter Erwachsenenbildung. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Weber, Peter J. 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 |
