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Key Factors In Selecting Economic Higher Education Institution: Republic Of Moldova Case Study

Author

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  • Ecaterina ȘIȘCAN

Abstract

Economic higher education institutions in the country operate in an extremely complex and dynamic environment, characterized by demographic decline of the population, mass emigration of the younger population, high level of competition on the national and international markets, quantitative reduction in the demand for higher education services and the change of its structure, etc. The challenges from the external environment bring to the attention of university management the need to develop effective marketing strategies for the attraction and retention of students. The success of this approach largely depends on the awareness of potential students’ motivations for applying to a training program and the criteria for choosing the university. Understanding the expectations and preferences of potential customers allows the design and development of more relevant educational programs and services, the development of effective communication strategies, that help recruit and retain a sufficient number of students to achieve the educational and financial goals. In this vein, the present study aims to analyze the existing behavioral models to identify the determinants that influence the university selection process by potential students. At the same time, the paper presents the results of the survey carried out in order to identify the key factors used by Moldovan students in the process of choosing the training program and the economic education provider. This study is part of a complex descriptive research on the behavior of consumers of economic higher education services.

Suggested Citation

  • 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.
    • Handle: RePEc:aem:journl:v:9:y:2023:i:1:p:77-85
    DOI: https://doi.org/10.53486/2537-6179.9-1.07
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    References listed on IDEAS

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    1. repec:cmj:seapas:y:2014:i:5:p:37-44 is not listed on IDEAS
    2. 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.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    higher education; economic education; educational marketing; students' behavior; students' choice;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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