Quality and Transparency of High Education Institutions. Insights into the Marketing Approaches

Nicoleta Ramona Bunda, Veronica Condrea, Mihaela Costandache and Veronica Popovici

No 99, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: This paper focuses on the way marketing concepts can be relevantly used for the higher education sector. It starts by shortly reviewing some of the main higher education marketing approaches and continues with a survey that examines the views of students on the quality and transparency of HEIs. The main finding of the survey refers to the statement that students choose a higher education institution based on several factors, including reputation, location, friends and cost. Consequently, marketing specific actions should put the accent on promotion but not stop here, the essence of satisfying the student (as primary consumer) is to offer him quality educational services. It is within the overall logic of the paper that provision of ‘quick and simple' information on quality plus transparency of quality judgments, are key elements that should be considered when designing any marketing strategy.

Keywords: marketing approaches; transparency; quality; higher education institut ions (search for similar items in EconPapers)
Date: 2010-06-09
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Citations: View citations in EconPapers (2)

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