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Marketing Communication Strategies Focused on High School Graduates. Case Study: The Faculty of Marketing of the Academy of Economic Studies from Bucharest


Author Info

  • Carmen Balan

    (School of Marketing, Academy of Economic Studies)


The major goal of the paper consists in designing new communication strategies for the School of Marketing of the Academy of Economic Studies from Bucharest, Romania. This strategic approach is focused on the communication strategies with the high school graduates who are the future candidates to the status of university student. The paper emphasizes the relationship between the university and the future high school graduates due to the fact that a real bond between these parties does not exist before the moment when the candidates enroll for the admission examination for the first year. In addition, another significant reason is the fact that high schools and their students represent important stakeholders from the perspective of a higher education institution.

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Bibliographic Info

Paper provided by Academy of Economic Studies, School of Marketing in its series working papers with number 1010.

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Length: 9 pages
Date of creation: Nov 2006
Date of revision: May 2007
Publication status: Published in the "Marketing si dezvoltare. 1971-2006: 35 de ani de marketing in Romania" Conference, November 2006.
Handle: RePEc:ase:wpaper:1010

Note: Full text available only in Romanian.
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Related research

Keywords: marketing; communication strategies; survey; higher education;

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