EFFECTS OF IMPLEMENTING A MARKETING MIX ON THE EFFICINECY OF SCHOOL ORGANISATION

Bucaloiu Ionela and Tanasescu Irina
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Bucaloiu Ionela: Valahia University of Targoviste, Romania
Tanasescu Irina: Valahia University of Targoviste, Romania

Annals - Economy Series, 2019, vol. 5, 135-140

Abstract: In the current context of a steadily increasing emigration rate and an increasingly lower standard of living, the competition between education establishments is growing. In addition, given the lower and lower school population and the decentralization process experienced by the Romanian school, it is obvious that the institution should build and promote more and more diversified education offers, which should be communicated in a transparent, flexible and continuous manner, using a strategy created in line with marketing laws. This is the very reason why we consider that each establishment should initiate, implement and disseminate a series of events intended to promote the image of the school so that the latter should become more and more visible in the community and the relations established between the staff and the direct/indirect beneficiaries of education should be more effective. The general objective of this research is to determine the extent to which, in case of three schools in Dambovita County ("Petru Cercel" Theoretical Secondary School in Targoviste, Sfantul Ioan Gura de Aur Orthodox Theological Seminary in Targoviste, Buica Ionescu Middle School in Glodeni) the principles of educational marketing are applied in order to increase their attractiveness and visibility both internally and externally. The main methods used in the research are the New Promoter Score method, the survey, the personal comment. Following processing of the data collected, it was found that the institutions under analysis use an educational marketing mix on a large scale. Both the managers and the staff of the educationalorganizations analysed have understood that it is very important to focus on the behaviour of the consumers towards identifying and analysing how they prefer certain services or goods that meet certain needs, and not to disregard the factors determining the consumers to choose certain products/services to the detriment of others.

Keywords: marketing mix; efficiency; communication; marketing strategy. (search for similar items in EconPapers)
Date: 2019
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