Online Educational Marketing as a Means to Increase the Attractiveness of the University and Its Image

IF 1.6 3区 经济学 Q2 ECONOMICS Economica Pub Date : 2023-12-01 DOI:10.53486/econ.2023.125.007
Grigore Belostecinic, Eudochia Jomir
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引用次数: 0

Abstract

The universities in the Republic of Moldova face difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, the attractiveness of study programs and stimulating enrolment under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly topical and of major interest to universities, moreover, an appropriate marketing strategy can provide them with future success in an increasingly competitive higher education market. At the same time, the studies conducted allow us to find that marketing remains one of the fields often ignored by universities, while the use of digital marketing channels become a necessity for any university marketing strategy. Online marketing strategies can positively influence the reviews among potential students by presenting its strengths, the characteristics that differentiates it from competitors, thus contributing to improving the image of the university and increasing the attractiveness for study applicants.
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将在线教育营销作为提高大学吸引力和形象的一种手段
摩尔多瓦共和国的大学在促进教育机会和吸引学生方面面临困难,试图找到与目标受众互动的最佳方式,以改善和发展机构形象和声誉,增加恶名,学习课程的吸引力,并在竞争加剧,成本增加和学生人数迅速减少的情况下刺激入学率。因此,市场营销策略、政策和策略的问题日益成为大学关注的话题和主要兴趣,而且,一个合适的市场营销策略可以为他们在竞争日益激烈的高等教育市场中取得未来的成功提供帮助。同时,通过研究我们发现,营销仍然是大学经常忽视的领域之一,而数字营销渠道的使用成为任何大学营销战略的必要条件。在线营销策略可以通过展示其优势和区别于竞争对手的特点来积极影响潜在学生的评价,从而有助于改善大学的形象,增加对学习申请人的吸引力。
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来源期刊
Economica
Economica ECONOMICS-
CiteScore
2.40
自引率
0.00%
发文量
49
审稿时长
5 weeks
期刊介绍: Economica is an international journal devoted to research in all branches of economics. Theoretical and empirical articles are welcome from all parts of the international research community. Economica is a leading economics journal, appearing high in the published citation rankings. In addition to the main papers which make up each issue, there is an extensive review section, covering a wide range of recently published titles at all levels.
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