Marketing Approach in the Management of Higher Education Institutions
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 c...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Pitesti
2011-11-01
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| Series: | Buletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice |
| Subjects: | |
| Online Access: | http://economic.upit.ro/repec/pdf/2011_2_9.pdf |
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| _version_ | 1849248712576991232 |
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| author | Mihaela DIACONU Amalia PANDELICĂ |
| author_facet | Mihaela DIACONU Amalia PANDELICĂ |
| author_sort | Mihaela DIACONU |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-c71ddfe8d41c489db902f4197bbc3209 |
| institution | Kabale University |
| issn | 1583-1809 |
| language | English |
| publishDate | 2011-11-01 |
| publisher | University of Pitesti |
| record_format | Article |
| series | Buletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice |
| spelling | doaj-art-c71ddfe8d41c489db902f4197bbc32092025-08-20T03:57:47ZengUniversity of PitestiBuletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice1583-18092011-11-0110298107Marketing Approach in the Management of Higher Education InstitutionsMihaela DIACONUAmalia PANDELICĂThe 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.http://economic.upit.ro/repec/pdf/2011_2_9.pdfuniversity marketingrelational marketingstakeholdersbrand image |
| spellingShingle | Mihaela DIACONU Amalia PANDELICĂ Marketing Approach in the Management of Higher Education Institutions Buletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice university marketing relational marketing stakeholders brand image |
| title | Marketing Approach in the Management of Higher Education Institutions |
| title_full | Marketing Approach in the Management of Higher Education Institutions |
| title_fullStr | Marketing Approach in the Management of Higher Education Institutions |
| title_full_unstemmed | Marketing Approach in the Management of Higher Education Institutions |
| title_short | Marketing Approach in the Management of Higher Education Institutions |
| title_sort | marketing approach in the management of higher education institutions |
| topic | university marketing relational marketing stakeholders brand image |
| url | http://economic.upit.ro/repec/pdf/2011_2_9.pdf |
| work_keys_str_mv | AT mihaeladiaconu marketingapproachinthemanagementofhighereducationinstitutions AT amaliapandelica marketingapproachinthemanagementofhighereducationinstitutions |