Documente Academic
Documente Profesional
Documente Cultură
Administrarea Afacerilor
Profesor coordonator:
Lect.dr. Constantin Cristinel
Masterand:
Braov
2015
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Abstract. Education is a product, as well as a service, that can be measured, evaluated, and
marketed. The purpose of this paper is to examine the marketing mix of a private school of higher
education in Braov. Therefore, it discusses the 4 major instruments - product, price, place, and
promotion - that constitute the organization's strategic and tactical means for relating to its
market, as well as the other 3 elements which are specific to the services marketing mix
people, process and physical evidence.
The research concludes that the institution, in its competition to conquer the potential clientele
and to position itself as a leader on the Romanian market of higher education in hospitality
management, has developed an effective marketing mix concentrated on developing high-quality
services with profound interest for customer satisfaction.
Key words: marketing mix, educational marketing
1.
Introducere
Creterea numrului universitilor i a ofertei educa ionale a dus la
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1 Zaharia, R., Avram, E.M. and Eftimie, R.C., (2011). Developing a Conceptual Model
Based on the Correlations between Marketing Higher Education and Knowledge Based
Economy. Amfiteatru Economic, nr.30, vol.XIII, p. 437-447.
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5 Prutianu, S., Munteanu, C., Caluschi, C. Inteligenta. Marketing Plus, Editura Polirom,
Bucureti, 1998, pg. 111
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ca
serviciile
general:
intangibilitate,
inseparabilitate,
variabilitate i perisabilitate.
Intangibilitatea este o caracteristic major a serviciilor i se refer la faptul c
acestea nu pot fi vzute, gustate, pipite, ascultate sau mirosite nainte de a fi
achiziionate.
Serviciile educaionale se caracterizeaz prin intangibilitate foarte ridicat,
posibilitate mare de adaptare, caracter abstract, cost ridicat i un impact deosebit
de puternic asupra viitorului celui care consum aceste servicii. 7
6 Gary,L.,Kotler, P., Schrithar, M. Marketing Models, Prentice Hall Inc. New Jersey,
1992, pg.84
7 Paiu, M., Repida, T., (2014). Marketingul educaional cmponent indispensabil a
managementului strategic universitar n condiiile noilor provocri. Studia Universitatis
Moldavie nr.9(79),(seria tiine ale educaiei), p.43-47
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8 Kotler, P., Armstrong, G., (2003). Principiile marketingului, ediia a II-a, Ed. Teora,
Bucureti, p.412
9 Enache I.C., (2011), Marketing higher education using the 7Ps framework. Bulletin of
the Transilvania University of Braov, nr.1, vol.4(53)
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student).11
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Obiectivele studiului
Metodologia cercetrii
12 Ibid 9.
13 Goi, C.L. (2009). A review on marketing mix: 4Ps or More? International Journal of
Marketing Studies, nr.1, vol.1, pg. 2-15
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AHA IHMS,
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Bibliografie
1. Zaharia, R., Avram, E.M. and Eftimie, R.C., (2011). Developing a
Conceptual Model Based on the Correlations between Marketing Higher
Education and Knowledge Based Economy. Amfiteatru Economic, nr.30,
vol.XIII, p. 437-447.
2. Kotler, P., (1998). Principiile marketingului. Ed.Teora, Bucureti, pg. 134135
3. Hart, N. (1998). Marketing industrial. Ed. CODEX, Bucucureti, pg. 23
4. Stanciu,
S.
Bazele
generale
ale
marketingului.
http://ebooks.unibuc.ro/StiinteADM/sica/index.htm
5. Prutianu, S., Munteanu, C., Caluschi, C. Inteligenta. Marketing Plus,
Editura Polirom, Bucureti, 1998, pg. 111
6. Gary,L.,Kotler, P., Schrithar, M. Marketing Models, Prentice Hall Inc.
New Jersey, 1992, pg.84
7. Paiu, M., Repida, T., (2014). Marketingul educaional cmponent
indispensabil a managementului strategic universitar n condiiile noilor
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provocri.
nr.9(79),(seria
tiine ale
educaiei), p.43-47
8. Kotler, P., Armstrong, G., (2003). Principiile marketingului, ediia a II-a, Ed.
Teora, Bucureti, p.412
9. Enache I.C., (2011), Marketing higher education using the 7Ps framework.
Bulletin of the Transilvania University of Braov, nr.1, vol.4(53)
10. Hemsley-Brown, J.V., Goonawardana, S. (2007) - Brand Harmonisation in
the International Higher Education Market, Journal of Business Research,
vol. 60 pg. 942-948
11. Durkin, M.,McKenna, S. (2011). Informing the marketing of higher
education to younger people. Irish Marketing Review, nr.1&2, vol.21,
pg.41-48
12. Goi, C.L. (2009). A review on marketing mix: 4Ps or More? International
Journal of Marketing Studies, nr.1, vol.1, pg. 2-15
http://www.seap.usv.ro/~ro/cursuri/ECTS/ECTS_MkCTS.pdf (pg.10)
http://www.scritub.com/management/marketing/Caracteristicile-specificeser203581114.php
http://scholar.google.ro/scholar?
start=20&q=private+schools+marketing+mix&hl=ro&as_sdt=0,5
http://scholar.google.ro/scholar?start=30&q=marketing+
+a+private+school&hl=ro&as_sdt=0,5
http://www.managementparadise.com/kundanhaha/documents/21942/study-onhospitality-marketing-mix-and-service-marketing---principles/
https://books.google.ro/books?
id=9lmR75vPpEAC&pg=PA3&lpg=PA3&dq=The+Concept+of+the+Marketing+Mi
x.+NEIL+H.+BORDEN&source=bl&ots=yYdQ8k0VN_&sig=vKyB14qcpTEaas53QHOLHT9_Pw&hl=ro&sa=X&ei=ynO6VPjTNOejyAPd5ID4DA&ved
=0CFYQ6AEwBg#v=onepage&q&f=false
Bibliografie:
Carti
1. Prutianu, S., Munteanu, C., Caluschi, C. Inteligenta. Marketing Plus,
Editura Polirom, Bucureti, 1998, p. 111
2. Gary,L.,Kotler, P., Schrithar, M. Marketing Models, Prentice Hall Inc. New
Jersey, 1992, p.84
3. http://ebooks.unibuc.ro/StiinteADM/sica/index.htm
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Referate stiintifice
1. Zaharia, R., Avram, E.M. and Eftimie, R.C., 2011, Developing a Conceptual
Model Based on the Correlations between Marketing Higher Education and
Knowledge Based Economy. Amfiteatru Economic, XIII(30), pp. 437-447.
2. Goi, C.L. (2009). A review on marketing mix: 4Ps or More? International
Journal of Marketing Studies, 1, 1, 2-15
http://www.managementparadise.com/dapat.reena/documents/22977/projecton-marketing-mix---4ps/
3.
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