IDEAS home Printed from https://ideas.repec.org/a/blg/journl/v14y2019i2p31-40.html
   My bibliography  Save this article

The Consumer Of University Educational Services - A Central Element Of Educational Marketing

Author

Listed:
  • DURALIA OANA

    (Lucian Blaga University of Sibiu, Romania)

Abstract

The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the ”consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors.In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.

Suggested Citation

  • Duralia Oana, 2019. "The Consumer Of University Educational Services - A Central Element Of Educational Marketing," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 14(2), pages 31-40, August.
    • Handle: RePEc:blg:journl:v:14:y:2019:i:2:p:31-40
    as

    Download full text from publisher

    File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/14203duralia.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:blg:journl:v:14:y:2019:i:2:p:31-40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mihaela Herciu (email available below). General contact details of provider: https://edirc.repec.org/data/feulbro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.