Dilemmas on Student's Place in Defining the Higher Education Institutions’ Marketing Strategy

Popa Adela Laura ()
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Popa Adela Laura: University of Oradea, Faculty of Economic Sciences

Ovidius University Annals, Economic Sciences Series, 2015, vol. XV, issue 1, 600-604

Abstract: Higher Education Institutions (HEIs) are increasingly aware of the importance of adopting a marketing orientation in their activity. We consider this is a reaction to the challenges these institutions have to face nowadays. But, for developing effective marketing strategies, HEIs must first clarify the main concepts of marketing in the context of their complex and also sensitive activity. The aim of the paper is not necessary to clarify the aspects of marketing concepts into the context of HEIs activity, but to provoke the specialists and to generate more academic debate for answering questions like: How do we define value in the context of higher education marketing? Who is the client of higher education services and which are the stakeholders? What is the place of the student in defining HEIs’ marketing strategy? We try to present some arguments intending to prove that things are not as simple as they look like.

Keywords: higher education marketing; Higher Education Institutions (HEIs); educational marketing; societal relationship marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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