COMPARATIVE ANALYSIS ON THE MARKETING MIX OF UNDERGRADUATE PUBLIC ADMINISTRATION STUDY PROGRAMS WITHIN THREE STATE UNIVERSITIES IN BUCHAREST

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

Proceedings of Administration and Public Management International Conference, 2021, vol. 17, issue 1, 57-72

Abstract: Over time, marketing in the field of education has become more and more used, as the proper use of the elements of the marketing mix has been the basis of successful strategies used by higher education institutions. In this article, three faculties with the profile 'Public Administration' of three state universities in Bucharest were analyzed: The Faculty of Administration and Public Management (FAMP) within the Bucharest University of Economic Studies (ASE), the Faculty of Public Administration (FAP) within the National School of Political and Administrative Studies (SNSPA), and the Faculty of Administration and Business (FAA) within the University of Bucharest (UniBuc). Using the comparison method, we studied the offers of the three faculties in terms of the elements of the marketing mix, namely: product, price, placement, and promotion. The results we have obtained show that universities are trying to adapt to the online environment and the ever-changing society so as to offer young people quality study programs that contribute to the training of specialists capable of facing the challenges and innovations that constantly arise in the public sector. People interested in educational services (pupils, students, graduates) are using technology and social networks more and more frequently to find out about topics of interest and to cover the needs of knowledge.

Keywords: marketing mix; educational marketing; higher education; public administration. (search for similar items in EconPapers)
Date: 2021
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