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Quality and Transparency of High Education Institutions. Insights into the Marketing Approaches

Author

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  • Bunda, Nicoleta Ramona
  • Condrea, Veronica
  • Costandache, Mihaela
  • Popovici, Veronica

Abstract

This paper focuses on the way marketing concepts can be relevantly used for the higher education sector. It starts by shortly reviewing some of the main higher education marketing approaches and continues with a survey that examines the views of students on the quality and transparency of HEIs. The main finding of the survey refers to the statement that students choose a higher education institution based on several factors, including reputation, location, friends and cost. Consequently, marketing specific actions should put the accent on promotion but not stop here, the essence of satisfying the student (as primary consumer) is to offer him quality educational services. It is within the overall logic of the paper that provision of ‘quick and simple' information on quality plus transparency of quality judgments, are key elements that should be considered when designing any marketing strategy.

Suggested Citation

  • Bunda, Nicoleta Ramona & Condrea, Veronica & Costandache, Mihaela & Popovici, Veronica, 2010. "Quality and Transparency of High Education Institutions. Insights into the Marketing Approaches," Apas Papers 99, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:99
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/130
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    Cited by:

    1. ARTENE, Alin, 2018. "Dobrogea School of Economics," SocArXiv hwn8a, Center for Open Science.
    2. ARTENE, Alin, 2018. "Dobrogea School of Economics," LawArXiv jb3um, Center for Open Science.

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