MARKETING IN NONPROFIT ORGANIZATIONS AND MARKET ORIENTATION IN EDUCATION


TOMATIR A., PAKER S., KUZU DEMİR E. B.

5th International Conference on Educational Research ICER23, İzmir, Turkey, 24 - 25 November 2023

  • Publication Type: Conference Paper / Summary Text
  • City: İzmir
  • Country: Turkey
  • Dokuz Eylül University Affiliated: Yes

Abstract

ABSTRACT

 

Marketing is about satisfying customer needs. According to Kotler, marketing is more than sales or advertisement. Nonprofit organizations implement nonprofit marketing and higher education institutions are also defined as nonprofit organizations. According to Kotler, education is a field in which nonprofit marketing can be implemented. Marketing orientation has three dimensions and customer orientation is one of them. Market orientation is studied in higher education. Marketing orientation is the implementation of marketing concept in an organization. Forecasting customer's future and current needs is important for market orientation. Understanding customer needs are important for satisfying them by developing product and services.           

Qualified personnel are rare even when the unemployment rate is high in the labor market. Different skills may be demanded by employers compared with the skills education provides. A gap between industry and education is stated in the papers. Researchers also state a difficulty for students in terms of transferring skills to practice. Researchers say industry expectations aren’t met by education in terms of transferring skills into practice. Business simulation games are being developed to overcome the gap between industry and education. First studies about business simulation games underline real-life experiences. A business game should provide a learning opportunity about reality. Many of these studies challenge traditional method in different decades. Researchers have tried to overcome difficulties in transferring skills into practice by developing business simulation games, but this paper discusses the gap between industry and education as a problem related to being market oriented.

In this study, we discuss the marketing orientation concept in terms of logistics education. Researchers have been challenging traditional methods for decades to transfer skills into real life. This paper discusses the problem in terms of market orientation and proposes market orientation to solve, the problem, of the gap between industry and education. Researchers underlined the importance of satisfying employers’ needs or transferring skills into practice in the literature. The market in this study is the labor market. The term beneficiary is utilized for customers in nonprofit marketing literature.

 

Keywords: Market orientation, Non-profit marketing, Theory/practice divide, Education