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Educational market strategies from the perspective of the marketing orientation


  • Magdalena PLATIS

    (Bucharest University, Romania)


In the context of the recent social, technological and cultural changes, universities need to adapt rapidly or even to generate the change. More than that, on the educational market, new orientations reveal as well as new actions, which make it close to the market of goods and services or a business market. This paper analyze the possibilities of adapting the marketing orientation to the educational market strategy in the sense of reconsideration the strategic directions in the higher education institutions in order to make the study structures sustainable. The main objectives of the analyze are: - Understanding the marketing orientation on the educational market; - Identification the principal levels of the market strategy; - Creating the strategic directions for sustainable development in the contemporary universities.

Suggested Citation

  • Magdalena PLATIS, 2009. "Educational market strategies from the perspective of the marketing orientation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 341-352, December.
  • Handle: RePEc:cbu:jrnlec:y:2009:v:3:p:341-352

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