Higher education institutions currently face an increased number of participants in the market on the supply side, and increased level of requirements at the demand side. Therefore, an appropriate marketing strategy is required to pay attention to this fact. We need to apply conquest marketing to secure a sufficient level of interest and enrollment of students on one hand, and retention marketing in order to create the satisfaction and loyalty of the already enrolled students on the other. The key role in formulating and designing the marketing strategy of an educational institution is assigned to the quality of the educational process, the quality as perceived by the students, and the level of satisfaction derived from the same. Since one specific feature of the service process, including the education services too, is the heterogeneity of the services and difficult standardisation of the service process; the measured quality of services in fact represents the quality as perceived by the clients. From this follows that the precondition of a successfully created marketing strategy is the choice of an adequate quality-measuring model in the education process (service provision process). The paper uses the Kano model of service quality measuring to identify among students the factors that are used by them to measure the quality of the education process and point at them the marketing strategy of institutions.

Rationale: data about the role of prolactin (PRL) in breast cancer patients are controversial. This hormone might potentially play an important role in breast cancer initiation and development in rodents, as well as, at least partly, in humans. The aim of this study was to investigate the possible relationship between circulating levels of PRL and parameters of primary tumor in breast cancer patients. The main experimental group consisted of 46 female patients with histologically confirmed diagnosis of breast cancer. There were two control groups: apparently clinically healthy women (40), and female patients with other types and locations of cancer (33). Baseline levels of PRL were determined both in the main and in control groups. Parameters of primary tumor (histological diagnosis, degree of differentiation, location, and size) have been determined. Results were processed by means of nonparametric tests. The circulating levels of PRL before treatment were significantly higher in breast cancer patients in comparison to controls. The average size of the primary tumor in breast cancer patients with hyperprolactinemia before treatment was significantly higher (U=125.5, p<0.01) than in those with normoprolactinemia. The calculated correlation coefficient between PRL and the size of primary tumor in hyperprolactinemic breast cancer patients was statistically significant (r=0.68, p<0.0001). In normoprolactinemic, and in patients with other locations of cancer such a correlation did not exist. Serum levels of PRL are, probably, directly dependable on the size of primary tumor in breast cancer patients, especially in those with hyperprolactinemia, but this is not differentiation dependent phenomenon.