Marketing Communication Strategies Focused on High School Graduates. Case Study: The Faculty of Marketing of the Academy of Economic Studies from Bucharest

Carmen Balan

No 1010, working papers from Academy of Economic Studies, School of Marketing

Abstract: The major goal of the paper consists in designing new communication strategies for the School of Marketing of the Academy of Economic Studies from Bucharest, Romania. This strategic approach is focused on the communication strategies with the high school graduates who are the future candidates to the status of university student. The paper emphasizes the relationship between the university and the future high school graduates due to the fact that a real bond between these parties does not exist before the moment when the candidates enroll for the admission examination for the first year. In addition, another significant reason is the fact that high schools and their students represent important stakeholders from the perspective of a higher education institution.

Keywords: marketing; communication strategies; survey; higher education (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-edu, nep-hrm and nep-mkt
Date: 2006-11, Revised 2007-05
Note: Full text available only in Romanian.

Published in the "Marketing si dezvoltare. 1971-2006: 35 de ani de marketing in Romania" Conference, November 2006.

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http://www.edumark.ase.ro/RePEc/pdf/cb5.pdf Latest version, 2007 (application/pdf)

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Persistent link: http://EconPapers.repec.org/RePEc:ase:wpaper:1010

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