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Strategic university management and marketing)

Author

Listed:
  • Constantin Bratianu

    (Academy of Economic Studies, Bucharest)

  • Nicolae Al. Pop

    (Academy of Economic Studies, Bucharest)

Abstract

The Bologna process initiated a series of changes in the Romanian higher education structure, such that it will become comparable and compatible with the higher education systems from the other countries which signed the Bologna Declaration, in 1999. Implementing this process requirements and increasing the competitiveness of universities from this European area need new approaches in the university governance. In this perspective, the present paper deals with the problem of implementing strategic management and marketing, based on corporate experience. Participating directly in this process at the top management level of the Ministry of Education and Research, the authors analyze both the generic forces for promoting this change and the inertial forces. Implementation of the strategic management has been done through a series of changes in the higher education legislation, as well as through a coherent program of necessity awareness for rectors, vicerectors, deans and vicedeans from the university system. It has been a progressive process, which lasted several years and proved that the higher education restructuring is possible only the when there is a clear vision and an adequate political will. Unlike strategic management, strategic marketing can be implemented at the level of each university, without being necessary the Ministry of Education and Research intervention. To illustrate this fact we will present some examples from the American university area.

Suggested Citation

  • Constantin Bratianu & Nicolae Al. Pop, 2007. "Strategic university management and marketing)," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 9(22), pages 9.-17, June.
    • Handle: RePEc:aes:amfeco:v:9:y:2007:i:22:p:9-17
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    Citations

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    Cited by:

    1. Emanuela Maria Avram PhD candidate in Marketing & Cristina Neagoe PhD candidate in Marketing & Remus Marian Avram PhD candidate in Economics, 2010. "Quality And Performance In Academic Education From The Perspective Of Strategic Marketing," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 3(38), pages 1-12, May.
    2. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.

    More about this item

    Keywords

    Strategic management; Strategic marketing; Bologna proces;
    All these keywords.

    JEL classification:

    • I20 - Health, Education, and Welfare - - Education - - - General
    • I28 - Health, Education, and Welfare - - Education - - - Government Policy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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