The optimization of the higher education organizations promotion plan

Abstract

U ovom radu, predstavljena je metodologija planiranja promocije visokoobrazovnih organizacija, usmerene ka ciljnoj grupi potencijalnih korisnika usluge visokoškolskog obrazovanja. Problem istraživanja je utvrđivanje preciznog vremenskog rasporeda (timetabling) poseta srednjim školama, u svrhu promocije visokoobrazovnih organizacija, koji su jednaki po ciljevima, sadržaju i očekivanim efektima, a različiti po mestima održavanja. Razvijen je originalni Goal Programming (GP) model procesa odlučivanja o organizovanju poseta srednjim školama u svrhu promocije visokoobrazovnih organizacija. Modelom se vrši raspoređivanje učesnika promocije po srednjim školama, kao ciljnim odredištima, a osnovni kriterijum je ravnomernost njihovog opterećenja. Predloženi model primenjen je na studiji slučaja organizovanja promocije Fakulteta organizacionih nauk.

In this paper we discuss the methodology of planning the promotions of the higher education organizations, which are aimed at target group of potential users of the high education services. Intention is to stress the necessity of planning communication activities in higher education institutions, with the main goal of building positive corporate image and reputation in order to gain leading position on the educational services market. The research problem is to determine the precise timetabling of visiting the secondary schools in order to promote higher education organizations which have equal aims, contents and expected results, but different places of promotion. The original Goal Programming model of deciding process of organizing the visits to the secondary schools is developed. Scheduling the promotion participants in the secondary schools, as the target destination, is done by the model, and the basic criteria were uniformity of their workload. In the case study of organizing the promotions, the suggested model was applied on target group of students in secondary schools as the potential users in The Faculty of Organizational Sciences, University of Belgrade. In addition, we developed and implemented an original algorithm for solving the promotion participants scheduling problems of large dimensions.