Measuring customer satisfaction is a very important aspect of marketing strategy. For the organizational's survival in the long run it is indisputable to have the ability to retain the customers. Retaining customers is more profitable than attracting new ones because it is easier to sell a product or service to a someone who has already used it, rather than someone to whom is product or service completely unknown. In order to measure customer satisfaction primary datas were collected using a test method on a sample of students, by a questionnaire in a physical form, analyzing the basic elements of educational process. Also, by researching relevant national and international professional and scientific literature the test method was described, and all of its models. Finally, in the conclusion, the basic thoughts about the paper are revealed through the presentation of practical advantages and disadvantages of marketing concept of satisfaction, and reviewing recent trends in communication with students.

Customer satisfaction is one of the key concept of market research. It is the best predictor of future business through indicators of loyalty and willingness of spreading positive publicity. In order to increase higher values to customers organizations must always improve all the critical activities. This work analyses importance and application of test method in order to determine students' satisfaction with the quality of educational services. Primary datas were collected using a test method. Also the area of marketing in higher education is approached and its basic determinants. Afterwards, methodology and results were presented. In the conclusion, the basic thoughts about the paper are revealed, and tactics and strategies are proposed to improve the overall level of higher education.

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Sadržaj: U vremenu sve turbulentnijih promjena u poslovanju i sve složenije strukture navedenoga organizacijske strukture poduzeća više nisu "kruti" elementi koji se ne mijenjaju i nisu podložni promjenama, negoli se konstantno moraju prilagođavati složenom tržišu, bilo ono lokalno, regionalno, ili međunarodno. U skladu sa navedenim organizacija se mora konstantno prilagođavati u svim svojim elementima i osobitostima kako bi se njome uspješno upravljalo. Dimenzije organiziranja ovdje imaju ključnu ulogu u svrhu stvaranja adaptibilnih, tzv. organskih struktura koje se lakše prilagođavaju unutar sebe i na taj način prema samome okruženju i postaju proaktivne u poslovnom razmišljanju. U ovome radu će se prikazati utjecaj dimenzija organizacije na njezine strukture kroz teorijski prikaz elemenata organizacijske strukture kao i važnije organizacijske strukture i kako navedeno utječe u praksi na uspješno poslovno rukovođenje. U radu će se koristiti deskriptivna metoda, metoda analize, sinteze, indukcije i dedukcije. Na kraju rada dati će se preporuke vezano uz suvremene organizacijske trendove pomoću kojih se lakše posluje u sve konkurentnijem poslovnom okruženju.

Internet as medium enables business activity of the company in virtual space. Companies nowadays cope with greater difficulties arising from challenges of growing e-markets and rapidly changing factor of customers' behaviour. With increase of number of Internet users, branded products are constantly being attributed growing significance, when compared with other media, channels and surroundings. Internet should be considered from the right point of view as medium for realisation of strategic marketing goals, used for strengthening of the brand recognition, which finally results in acquiring of new customers, higher loyalty, greater market quotas and increase of sale revenues. The authors of this paper give review of theoretical views of product brands and brand value concept. Finally, strategic marketing model for the process of creation of brand equity has been reconsidered.