Marketing Approach in the Management of Higher Education Institutions
Mihaela Diaconu () and
Amalia Pandelicã ()
Additional contact information
Mihaela Diaconu: Faculty of Economics, University of Pitesti, Romania
Amalia Pandelicã: Faculty of Economics, University of Pitesti, Romania
Scientific Bulletin - Economic Sciences, 2011, vol. 10, issue 2, pages 98-107
The purpose of this paper is to present relevant aspects of the marketing approach of the universities’ activities in the current market conditions of higher education institutions. Universities are placed in the position to find solutions to the problems of stakeholder characteristics and to the competition on the educational market. Marketing approach of educational services involves the orientation to internal and external customer needs, adapting the educational and scientific research approach to create a brand image of the institution as a guarantee of its sustainability in a competitive market. The conclusion that emerges is that there is a rich specialized literature appeared especially after the ‘80s that presents the marketing tools that allow the construction of viable competitive strategies as components of university management performance.
Keywords: university marketing; relational marketing; stakeholders; brand image (search for similar items in EconPapers)
JEL-codes: A23 I21 M31 (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations View citations in EconPapers (2) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:pts:journl:y:2011:i:2:p:98-107
Access Statistics for this article
Scientific Bulletin - Economic Sciences is currently edited by Logica Banica
More articles in Scientific Bulletin - Economic Sciences from University of Pitesti Contact information at EDIRC.
Series data maintained by Logica Banica ().