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Marketing in der Weiterbildung: Ein Theorie-Praxis-Vergleich in Kooperation mit der vhs Marburg-Biedenkopf

Marketing in der Weiterbildung: Ein Theorie-Praxis-Vergleich in Kooperation mit der vhs Marburg-Biedenkopf

          
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About the Book

Diplomarbeit aus dem Jahr 2011 im Fachbereich Pädagogik - Erwachsenenbildung, Note: 1,75, Philipps-Universität Marburg, Sprache: Deutsch, Abstract: Im Zentrum dieser Arbeit steht der Stellenwert des Marketings für die Weiterbil-dung. Die zentrale Fragestellung dieser Diplomarbeit lautet: Was ist Weiterbildungsmarketing und wie wird dies an der vhs Marburg-Biedenkopf konkret umgesetzt? Diese Fragestellung wurde gewählt, weil es zunächst wichtig ist, die theore-tischen Grundlagen des Marketings zu erläutern, da oftmals Marketing allein mit Öffentlichkeitsarbeit gleichgesetzt wird (vgl. Schöll 2010, S. 446). Hierzu zählen u.a. die Darstellung der Entstehungsgeschichte des Marketings und das Beschrei-ben wesentlicher, für die Weiterbildung relevanter Definitionen und Konzeptionen. Außerdem gilt es aufzuzeigen, welche Gründe dafür genannt werden können, dass Weiterbildungseinrichtungen verstärkt auf Marketing setzen und was ferner wesentliche Bestandteile des Weiterbildungsmarketings sind. Als "Beispielein-richtung" wurde die vhs Marburg-Biedenkopf gewählt. Voraussetzung für die Ausübung des Marketings sind die Vorgaben des Marketingverbundes der hessi-schen Volkshochschulen, zu der die Einrichtung seit seiner Gründung gehört. Auch unter diesem Aspekt ist es interessant darzustellen, wie Marketing in der Praxis umgesetzt wird. Zudem ist die vhs seit vielen Jahren erfolgreich LQW-zertifiziert. Im Zusammenhang mit dieser Zertifizierung muss sie sich mit Marke-ting auseinandersetzen. Diese Beschäftigung führte dazu, dass die vhs zahlreiche Materialien gesammelt und Ausführungen entwickelt hat, die sich mit der praktischen Umsetzung von Marketing befassen, so dass sich sehr gut darstellen lässt, wie eine praktische Umsetzung von Marketing aussehen kann. Aus dieser Fragestellung lassen sich konkret folgende Ziele ableiten: -darstellen relevanter Literatur zum Thema Marketing aus verschiedenen Perspektiven, um daraus die theoretischen Grundlagen für die Beschrei-bung des Mark


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Product Details
  • ISBN-13: 9783640845460
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 217 gr
  • ISBN-10: 3640845463
  • Publisher Date: 21 Mar 2011
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Ein Theorie-Praxis-Vergleich in Kooperation mit der vhs Marburg-Biedenkopf
  • Width: 148 mm


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