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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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    Cited by:

    1. Inna Gryshova & Nataliia Demchuk & Iryna Koshkalda & Nataliia Stebliuk & Nataliia Volosova, 2019. "Strategic Imperatives of Managing the Sustainable Innovative Development of the Market of Educational Services in the Higher Education System," Sustainability, MDPI, Open Access Journal, vol. 11(24), pages 1-16, December.
    2. 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.
    3. Amalia N. DUȚU & Mihaela I. DIACONU, 2013. "The Quality Of Graduates, Employers And Higher Education," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 66-76, October.
    4. 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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