Using Social Media In The Admission Campaigns Of Public Universities. Interviews With Six Marketing Specialists From Romanian Universities

This article aims at finding out how marketing communication is used through social networks in the admission process of public universities in Romania, trying to identify how universities can use social networks more effectively to attract more candidates for admission. In order to do so, there were conducted interviews with specialists - marketing directors of six public universities in Romania: three comprehensive universities: "Alexandru Ioan Cuza" University of Iasi, University of Bucharest, West University of Timisoara and three specialized universities: “Grigore T. Popa” University of Medicine and Pharmacy of Iași, “Ion Ionescu de la Brad” University of Life Sciences of Iași and the Polytechnic University of Timișoara. The study is the first of its kind and lays the foundation for future quantitative research.