University Promotion-Key Factor of the Use of Marketing Strategies, in the Context of Improving the Romanian Higher Education. Case Study

Cristina Nicolescu

No 342, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: The paper at hand is a continuation of the work in progress presented at 9th International Congress of the International Association on Public and Nonprofit Marketing 2010, whose scientific approach is aimed at the use of promotion, as instrument of the marketing mix, triggered by the interest to analyze the ability of Romanian higher education to use the marketing strategies, as strategies of boosting their competitive advantage. The research final conclusions highlight, however, an incipient crystallization of this ability, standing by the initial statement, according to which the Romanian higher education institutions have not yet reached the maturity level in using the marketing instruments, which calls for, in a fairly foreseeable future, the need to adjust their using manner.

Keywords: University promotion; marketing mix; educational market; promotion ins truments (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-edu, nep-lab and nep-mkt
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