UNDERSTANDING STUDENTS NEEDS FOR A MORE EFFECTIVE ONLINE MARKETING IN THE HIGHER EDUCATION SYSTEM

Popa Adela Laura ()
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Popa Adela Laura: Department of Management-Marketing, Faculty of Economic Sciences,, University of Oradea, Oradea, Romania

Annals of Faculty of Economics, 2015, vol. 1, issue 1, 1278-1284

Abstract: Considering that the results of previously conducted research revealed that higher education institutions (HEIs) of Romania consider their own websites as rather a communication tool with current students than a marketing tool by which to communicate and attract potential students, the aim of the research presented in this paper is to analyze and verify whether the approach of higher education institutions is consistent with the expectations of potential students. Moreover, it is trying to evaluate whether they expect that the information from the official websites of these institutions address them. The research also seeks to capture which were the different search methods and the importance of online information sources for admission to university/faculty, which are the devices used in the search, what information the students consider that would be needed to make the right choice on university, faculty and specialization, the importance given to activities ranging from email marketing and search engine marketing etc. Finally, based on primary data resulted from research conducted and the analysis of secondary data resulted from other research, we identify the main pillars that the online marketing strategy of a higher education institution should be built on according to the needs of potential students: the official Internet pages designed so as to meet the needs of the prospective students (and even parents thereof), activities specific to email marketing and Pay Per Click campaigns meant to attract the prospective students to the pages that have a potential interest to them. The results of the study confirm the results of previous research according to which higher education institutions should attach great importance to the way they think their online presence.

Keywords: online marketing; higher education marketing; search engine marketing; email marketing; content marketing; social media marketing (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2015
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