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Educational Marketing: Factors Influencing The Selection Of A University

Author

Listed:
  • Ionela MANIU

    (ASE researcher ,“Lucian Blaga” University of Sibiu)

  • George C. MANIU

    (ASE researcher ,“Lucian Blaga” University of Sibiu)

Abstract

Competition in the higher education sector is forcing the higher educational institutions (HEI) to develop more competitive marketing strategies. For developing universities marketing strategies HEI need to understand the student choice process of a university. Understanding university choice process is not easy, this process involves complex decision which affects students’ life (future career, friends, residence, etc.). Therefore, this paper presents a conceptual framework to explore the factors that influence university choice decision, in general, by investigating factors, relevant in literature, which most influence this decision. Among the factors identified are: institutional reputation, cost, employment opportunities, parents’ influence, educational offer, location. This study has been done in order to find the most important factors that influence choice of a university among Romanian students.

Suggested Citation

  • Ionela MANIU & George C. MANIU, 2014. "Educational Marketing: Factors Influencing The Selection Of A University," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 37-42, November.
    • Handle: RePEc:cmj:seapas:y:2014:i:5:p:37-42
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    References listed on IDEAS

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    1. Schwartz, J. Brad, 1985. "Student financial aid and the college enrollment decision: the effects of public and private grants and interest subsidies," Economics of Education Review, Elsevier, vol. 4(2), pages 129-144, April.
    2. Andrea M. Pampaloni, 2010. "The influence of organizational image on college selection: what students seek in institutions of higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 19-48, June.
    3. Tekle Shanka & Vanessa Quintal & Ruth Taylor, 2005. "Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 31-46, March.
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    Cited by:

    1. El Nemar, Sam & Vrontis, Demetris & Thrassou, Alkis, 2020. "An innovative stakeholder framework for the Student-Choice Decision making process," Journal of Business Research, Elsevier, vol. 119(C), pages 339-353.
    2. Ecaterina ȘIȘCAN, 2023. "Key Factors In Selecting Economic Higher Education Institution: Republic Of Moldova Case Study," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 9(1), pages 77-85, June.

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    More about this item

    Keywords

    Higher educational institutions (HEI); University choice process; Factors that influence university choice;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P23 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Factor and Product Markets; Industry Studies; Population

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