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Communication Management in Educational Institutions

Author

Listed:
  • Istvan ZSIGMOND

    (Hungarian University of Transylvania, Romania)

  • Timea PORTIK

    (Hungarian University of Transylvania, Romania)

Abstract

As competitiveness of higher educational environment is increasing in Eastern Europe, it is important for universities to construct a distinct image. However, managing institutional brands used not to be a priority for educational institutes from this region. An important step of image management activities is investigating consumer expectations and measuring their satisfaction with the services offered. We present the results of a survey-based investigation regarding expectations of secondary school students about education, and their image about two main higher education institutes from Transylvania (Romania). A second survey addressed attitudes of undergraduate university students regarding educational services and the general image of the university they attend. By comparing the results of the two investigations we can observe differences regarding the positive and negative attitudes about an institute of the two groups. When potential customers (future students) does not have the desired image of an educational institute, there is a communicational challenge in propagating positive and real institutional characteristics, as supported by information collected from actual students. This process gives an insight on the nature of information to be propagated for constructing a desired institutional image.

Suggested Citation

  • Istvan ZSIGMOND & Timea PORTIK, 2017. "Communication Management in Educational Institutions," Logos Universalitate Mentalitate Educatie Noutate - Sectiunea Filosofie si Stiinte umaniste/ Logos Universality Mentality Education Novelty - Section: Philosophy and Humanistic Sciences, Editura Lumen, Department of Economics, vol. 5(2), pages 27-37, December.
    • Handle: RePEc:lum:rev16f:v:5:y:2017:i:1:p:27-37
    DOI: http:https://doi.org/10.18662/lumenphs.2017.0502.03
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    References listed on IDEAS

    as
    1. Guilbault, Melodi, 2018. "Students as customers in higher education: The (controversial) debate needs to end," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 295-298.
    2. Ugar Yavas & Donald J. Shemwell, 1996. "Graphical Representation of University Image: A Correspondence AnalysisJournal of Marketing for Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(2), pages 75-84, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    institutional image; communication strategy; customer behavior.;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

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