Abstract
The paper gives theoretical analysis and practical approach of holistic marketing in raising awareness about holistic marketing and intercultural approach in leadership in educational institutions. The theoretical part is based on internal marketing, integrated marketing and communication. The paper presents practical case studies of social responsible approach and intercultural relationship marketing in educational institutions. The paper presents theoretical aspects of holistic marketing planning in development of intercultural leadership in educational institutions on international market place. The study emphasizes that strategies of intercultural leadership are important in educational institutions. We review how it is important to improve ways of formal and non-formal communication and strategies to achieve educational goals. Managers of educational institutions have to use information communication technology. Educational institutions have to improve modern knowledge trends and to develop excellent educational programs and teaching approaches. In the paper we describe good practical examples of strategies in improving awareness about the importance of intercultural leadership in educational institution in cosmopolitan environments with students exchange programs. The paper gives research results to increase the level of the awareness about importance of intercultural leadership in educational institutions. The paper methodogically uses qualitative and quantitative research.
Presenters
Radmila JanicicProfessor, Department for Marketing Management and Communication, University of Belgrade, Faculty of Organizational Sciences, Belgrade, Serbia
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
The Value of Culture and the Demand of Change
KEYWORDS
Marketing, Leadership, Education, Globalization
