FOCUSING ON THE NEEDS OF PROSPECTIVE STUDENTS AS A FACTOR IN INCREASING THE ATTRACTIVENESS OF THE UNIVERSITY

Eudochia Jomir ()
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Eudochia Jomir: Academy of Economic Studies from Moldova

European Journal of Accounting, Finance & Business, 2025, vol. 13, issue 1, 109-117

Abstract: The last period has brought major challenges for universities in the Republic of Moldova, among the most important being attracting applicants and retaining enrolled students. The deductive approach of the research involves developing and submitting, based on the results obtained from the research, proposals and recommendations regarding the need to apply effective educational marketing in order to increase the university attractiveness and improve its image among applicants. The main objective of the paper is to use the research results to develop recommendations on meeting the needs of prospective students and increasing the attractiveness of higher education institutions among them. This article presents the importance of the perceived image of the university, the factors that influence it, and the importance of information sources in the student's decision to study or not at a particular university. In this regard, the research provides best practice guidelines for building an attractive online and offline presence, which can then be applied and used by any university.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:scm:ejafbu:v:13:y:2025:i:1:p:109-117

DOI: 10.4316/EJAFB.2025.13111

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