IDEAS home Printed from https://ideas.repec.org/a/cmj/interc/y2014i32p13-20.html
   My bibliography  Save this article

The Particularities Of Services And The Importance Of Marketing In Higher Education

Author

Listed:
  • Emanuela Maria AVRAM

    (Romanian-American University, Bucharest, Romania, Department of Management-Marketing)

Abstract

The recent changes in higher education impose an increased usage of marketing in this field, because this is the path to a more profound understanding of consumers' needs and to identifying the correct market position of the higher education institution. Moreover, it is helpful in developing various study programmes which provide graduates with the necessary skills to successfully meet the requirements of the labour market. At the same time, the employment of marketing in the academic environment not only contributes to correctly informing the public as regards the education offer and the benefits of being the holder of an academic degree, but it also strengthens the academic image and reputation on the market. Results show that higher education encompasses the particularities of services, and therefore, the marketing activities should be adapted to this field. Furthermore, adopting marketing in current activities not only helps higher education institutions in elaborating some concrete actions of attracting quality students, but it also consolidates the academic image on the market.

Suggested Citation

  • Emanuela Maria AVRAM, 2014. "The Particularities Of Services And The Importance Of Marketing In Higher Education," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 32, pages 13-20, December.
    • Handle: RePEc:cmj:interc:y:2014:i:32:p:13-20
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/MI_32_2.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marketing; The particularities of services; Higher education consumers; 7P;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:cmj:interc:y:2014:i:32:p:13-20. 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: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    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.