Analysis of the University Educational System

INTRODUCTION / 9

CHAPTER 1. EDUCATIONAL MARKETING / 13
1.1 The concept of educational marketing / 13
1.2 Marketing in the Romanian higher education system / 14
1.3 Quality of educational services / 15
1.4 International Standard Classification of Education - ISCED / 16

CHAPTER 2. CONSUMER BEHAVIOR OF EDUCATIONAL PRODUCTS AND SERVICES / 19
2.1 Defining aspects of consumer behavior / 19
2.2 Behavior of the consumer of educational services / 20
2.3 The client of higher education products and services / 22
2.4 The stages of the acquisition of educational services / 23
2.5 Applying the marketing mix in the field of educational services / 25

CHAPTER 3. UNIVERSITY EDUCATIONAL MARKET / 33
3.1 Statistical data on the size of the international education market / 33
3.2 Statistical data of the educational market at national level / 37
Conclusions / 46

CHAPTER 4. MARKET RESEARCH / 49
4.1 Qualitative research / 50
4.1.1 Hypotheses and objectives / 50
4.1.2 Qualitative research methodology / 51
4.1.3 Results of qualitative research / 53
4.1.4 Conclusions of the qualitative research / 67
4.2 Quantitative research / 69
4.2.1 Quantitative research methodology / 69
4.2.2 Hypotheses and objectives / 72
4.2.3 Researched population and sampling method / 74
4.2.4 Validation of the sample / 75
4.2.5 Quantitative research results / 76
4.2.6 Conclusions of the quantitative research / 103

GENERAL CONCLUSIONS / 105

GENERAL BIBLIOGRAPHY / 108

ANNEXES / 114

Education has an important role in the development of any country, thus simply demonstrating the importance of education for society. "One of the specialists in the field of education, Jaques Hallak (1990), stated that education is a human right, because it leads to individual creativity, increases participation in economic, social, cultural activity in society, thus contributing to the process of human development. ”
Starting from this statement, the application of marketing in education has emerged as a necessity. Even in our country, in recent years, the interest given to the application of marketing in education has increased considerably.
Making a brief analysis of the literature, we can see an increase in marketing orientation by higher education institutions in Romania, especially after 2007. Marketing orientation is becoming increasingly important for universities in our country, especially in the context demographic changes that characterize Europe, but also the whole world. Studies conducted in the field demonstrate the need to develop and consolidate a modern, student-centered training process. Student-centered education is based on the fact that the student is no longer perceived as a passive subject in the process of education and training, but is considered a partner of the teacher.
The contribution of the higher education system in the society is significant, and it is demonstrated by training the competencies and abilities of the specialists who will work on the labor market, at the end of their studies. Therefore, the quality of human capital has a close and direct connection with the economic development of a country. Studies show that no country can achieve sustainable economic development without substantial investment in human capital, due to the long-term benefits it produces in society.
The book generically called The Analysis of the University Educational System is structured in four chapters, the first being theoretical aspects of educational marketing and consumer behavior. In this part of the book are described and defined defining aspects of educational marketing, the quality of educational services, defining aspects of the behavior of the consumer of educational services. The stages of the acquisition of educational services are described and the client of the higher educational products and services is defined. Briefly, aspects of the application of the marketing mix in the field of educational services are presented.
Chapter 3 describes the university education market. Statistical data of the size of the educational market at international level are analyzed, in order to draw up a clear picture at the level of the European space, in order to then describe as widely as possible the main characteristics of the educational market at national level.
Chapter 4 presents the results obtained in two market researches, one of qualitative type and one of quantitative type.
Qualitative marketing research describes the consumer behavior of educational products and services offered by the Faculty of Economics and Business Administration within the Transilvania University of Brasov. This market study aims to identify the efficiency of sources and information possibilities of potential beneficiaries of university educational services.
Starting from the results of the qualitative research, the book continues with the presentation of a quantitative marketing research capable of measuring the meaning and intensity of previously identified opinions, perceptions and attitudes. The quantitative research carried out is an applied one, of descriptive type and aims at identifying the attitudes, opinions and behaviors of the students towards the university educational services.
The paper concludes by drawing the general conclusions that emerged from the previous chapters but also from the results obtained in the research.