{"title":"Online Educational Marketing as a Means to Increase the Attractiveness of the University and Its Image","authors":"Grigore Belostecinic, Eudochia Jomir","doi":"10.53486/econ.2023.125.007","DOIUrl":null,"url":null,"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.","PeriodicalId":48040,"journal":{"name":"Economica","volume":" 359","pages":""},"PeriodicalIF":1.6000,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Economica","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.53486/econ.2023.125.007","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ECONOMICS","Score":null,"Total":0}
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.
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.