IDEAS home Printed from
   My bibliography  Save this article

Student Satisfaction, Resultant Of Marketing Orientation Of University Under Current Conditions


  • Mihaela DIACONU

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

  • Florentina DINESCU

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


: The purpose of this work is to present a relevant aspect of marketing approach of the activities carried by universities, respectively knowing, understanding and satisfying students’ needs, the main consumer category of the university product, in the conditions of current market of high education institutions. The universities are put in the position to find solutions to the problems caused by the stakeholders’ characteristics and by the existing competition on the educational market. The approach of marketing orientation in the university implies adapting the educational and scientific research step to create for the institution a brand image as a warranty of its sustainability on a competitive market by considering the needs and expectations of students. The conclusion is that there is a wide specialized literature that shows models that allow an adequate quantification of the students’ satisfaction as a resultant of concerning the insurance of high education quality by using univeristy marketing tools. Starting from the specialized literature, in the work was handled the quantification of the students’ satisfaction that have completed Bachelor and Master cycle in order to improve the activity of the university.

Suggested Citation

  • Mihaela DIACONU & Florentina DINESCU, 2012. "Student Satisfaction, Resultant Of Marketing Orientation Of University Under Current Conditions," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 11(Special), pages 3-9.
  • Handle: RePEc:pts:journl:y:2012:i:special:p:3-9

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    university marketing; student’s satisfaction; the education quality; the university’s image;
    All these keywords.

    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


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pts:journl:y:2012:i:special:p:3-9. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alina Hagiu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.