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Marketing Approach in the Management of Higher Education Institutions


  • Mihaela DIACONU

    () (Faculty of Economics, University of Pitesti, Romania)

  • Amalia PANDELICÃ

    () (Faculty of Economics, University of Pitesti, Romania)


The purpose of this paper is to present relevant aspects of the marketing approach of the universities’ activities in the current market conditions of higher education institutions. Universities are placed in the position to find solutions to the problems of stakeholder characteristics and to the competition on the educational market. Marketing approach of educational services involves the orientation to internal and external customer needs, adapting the educational and scientific research approach to create a brand image of the institution as a guarantee of its sustainability in a competitive market. The conclusion that emerges is that there is a rich specialized literature appeared especially after the ‘80s that presents the marketing tools that allow the construction of viable competitive strategies as components of university management performance.

Suggested Citation

  • Mihaela DIACONU & Amalia PANDELICÃ, 2011. "Marketing Approach in the Management of Higher Education Institutions," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 10(2), pages 98-107.
  • Handle: RePEc:pts:journl:y:2011:i:2:p:98-107

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    References listed on IDEAS

    1. World Bank & International Finance Corporation, 2006. "Doing Business in 2006 : Creating Jobs," World Bank Publications, The World Bank, number 7421.
    2. Egger, Peter & Winner, Hannes, 2005. "Evidence on corruption as an incentive for foreign direct investment," European Journal of Political Economy, Elsevier, vol. 21(4), pages 932-952, December.
    3. Yuko Kinoshita & Nauro F. Campos, 2003. "Why Does Fdi Go Where it Goes? New Evidence From the Transition Economies," IMF Working Papers 03/228, International Monetary Fund.
    4. Brada, Josef C. & Kutan, Ali M. & Yigit, Taner M., 2003. "The effects of transition and political instability on foreign direct investment: Central Europe and the Balkans," ZEI Working Papers B 28-2003, University of Bonn, ZEI - Center for European Integration Studies.
    5. Chakrabarti, Avik, 2001. "The Determinants of Foreign Direct Investment: Sensitivity Analyses of Cross-Country Regressions," Kyklos, Wiley Blackwell, vol. 54(1), pages 89-113.
    6. Pahud de Mortanges, Charles & Allers, Vivian, 1996. "Political risk assessment: Theory and the experience of Dutch firms," International Business Review, Elsevier, vol. 5(3), pages 303-318, June.
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    Cited by:

    1. COITA Dorin-Cristian, 2014. "Developing A Seven Metaphors Model Of Marketing For Universities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 289-295, December.
    2. Amalia N. DUȚU & Mihaela I. DIACONU, 2013. "The Quality Of Graduates, Employers And Higher Education," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 66-76, October.
    3. repec:cmj:journl:y:2013:i:29:dutu is not listed on IDEAS

    More about this item


    university marketing; relational marketing; stakeholders; brand image;

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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