EDUCATIONAL MARKETING STRATEGIES ON THE MARKET OF HIGHER EDUCATION SERVICES
DOI:
https://doi.org/10.20319/pijss.2019.53.334344Keywords:
Educational Marketing, Higher Education, Marketing Research, Strategy, MobilityAbstract
The present article mainly aims at identifying the core aspects which have influenced the Romanian and foreign students’ decision to apply for mobility and the impact the mobility opportunities have had on the promotion of the universities they belong to, as a marketing technique. In this respect, the authors have conducted a qualitative exploratory empirical research study. As part of it, students from several university centres have been interviewed, the findings allowing the authors to establish the extent to which the respondents appreciate the types of mobility the universities offer at present, the extent to which they succeed in meeting their expectations and the way mobility programmes are promoted by universities. The research is based on the semi-structured in-depth interview. Based on the findings, the authors recommend the management of the Romanian universities should develop strategies to promote educational mobility which should offer more information and which should succeed in better communicating the advantages to students.
References
Anghel, L.D. (2009). Tehnici de promovare – Note de curs. Bucharest: ASE Publishing.
Bryla, P. (2015). The impact of international student mobility on subsequent employment and professional career: a large-scale survey among polish former Erasmus students. Procedia - Social and Behavioral Sciences, 176, 633 – 664. doi: 10.1016/j.sbspro.2015.01.521 Retrieved from
https://core.ac.uk/download/pdf/82041755.pdf
Jabbar, H. (2016). Selling schools: Marketing and recruitment strategies in New Orleans. Peabody Journal of Education, 91, 4-23. doi: 10.1080/0161956X.2016.1119554, Retrieved from https://www.tandfonline.com/doi/abs/10.1080/0161956X.2016.1119554?journalCode=hpje20
Krush, M.T., Pennington, J.R., Fowler III, A.R. & Mittelstaedt, J.D. (2015). Positive Marketing, A new theoretical prototype of sharing in an online community. Journal of Business Research, 68, 2503-2504. doi: 10.1016/j.jbusres.2015.06.037
Londhe, B.R. (2014). Marketing mix for next generation Marketing. Procedia Economics and Finance, 11, 335-340. doi: 10.1016/S2212-5671(14)00201-9 Retrieved from https://core.ac.uk/download/pdf/82659603.pdf
Manole, V., Stoian, M. & Ion, R.A. (2011). Marketing. Bucharest: ASE Publishing.
Martikainen, J., (2018). A Good Leader Based on Graduating Students’ Drawings: A Social Representations Approach. PEOPLE: International Journal of Social Sciences, 4(3), 57-75. Retrieved from https://www.researchgate.net/publication/328966667
Menegaki, A.N. (2012). A social marketing mix for renewable energy in Europe based on consumer stated preference surveys. Renewable Energy, 39, 35-37. doi: 10.1016/j.renene.2011.08.042
Neacsu, N.A. & Armasar, I.P. (2018). Using Digital Marketing Tools in Higher Education. A case study: Romania. Proceedings ICERI 2018 - 11th annual International Conference of Education, Research and Innovation, Seville, Spain. 12-14 November 2018, 7695-7704.
Setyowati, A. & Ma’ruf, K. F. (2018). E-Evaluation: How to Build an Easy and Paperless Evaluation System with Limited Resources. PEOPLE: International Journal of Social Sciences, 4(3), 181-195. Retrieved from https://www.researchgate.net/publication/329043349
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
