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Marketing Approach in the Management of Higher Education Institutions

Mihaela Diaconu () and Amalia Pandelicã ()
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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, 98-107

Abstract: 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)
Date: 2011
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Handle: RePEc:pts:journl:y:2011:i:2:p:98-107