THE IMPACT OF ONLINE MARKETING IN THE PROMOTION OF UNIVERSITIES IN THE CONTEXT OF THE COVID-19 HEALTH CRISIS

Ruxandra Popescu, Ovidiu-Iulian Bunea (), Georgiana-Alexandra MEDINȚU () and Elena-Cătălina Mazilu ()
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Ovidiu-Iulian Bunea: Bucharest University of Economic Studies, Bucharest, Romania
Georgiana-Alexandra MEDINÈšU: Bucharest University of Economic Studies, Bucharest, Romania
Elena-Cătălina Mazilu: Bucharest University of Economic Studies, Bucharest, Romania

Business Excellence and Management, 2021, vol. 11, issue 5, 91-102

Abstract: Nowadays, social networks have become a habit for most people, the latter allocating time to check the received messages, view the published pictures and descriptions, but also the videos. Marketing has also taken this phenomenon into account. This research paper was conducted in order to identify the impact that online marketing has had on the promotion of three prestigious universities in Bucharest (Bucharest University of Economic Studies, National University of Political and Administrative Studies and the University of Bucharest) in the context of the COVID-19 pandemic. The main results highlighted the fact that during COVID-19 pandemic students use social networks frequently to find out information about the educational offers provided by universities, but also to be able to be permanently connected to the activities carried out within them.

Keywords: university; higher education; online marketing; social networks; COVID-19 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:rom:bemann:v:11:y:2021:i:5:p:91-102

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