Kommunale Antworten auf kommunale Herausforderungen. Marketingstrategien von Volkshochschulen in Zeiten des demografischen Wandels

Local responses to local challenges Marketing strategies of adult education centres during times of demographic change As a result of their course offerings and their target groups, adult education centres offer excellent prerequisites for structuring and shaping demographic change at the local level. These centres thus fulfil a necessary social function while at the same time strengthening their own position. Target-group oriented marketing by the same token plays a major role in order to present adult education centres as local service providers. At the same time, target groups and topics need to be reviewed and presented to the public with the right kind of packaging. Demographic change can serve as an occas ion for presenting one_s own strengths again in a new way.