Editura Universitara Marketing communication in services

15,00 Lei

Publisher: Universitară

Author: Dan Alexandru Smedescu

ISBN: 978-606-28-0688-0

DOI: 10.5682/9786062806880

Publisher year: 2018

Edition: I

Pages: 146

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University education, a topic of eternal interest to a large number of people, continues to be studied by many researchers.
In this book I tried both an introduction to marketing communication in educational services, and to offer the reader an expert perspective. They, good connoisseurs of marketing, but also of the educational system, give the paper a welcome perspective on the problems and successes related to communication in Romanian higher education.

The Author
  • Comunicarea de marketing in servicii

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DAN ALEXANDRU SMEDESCU

1. MARKET OF TERTIARY EDUCATIONAL SERVICES / 7
1.1. The concept of services / 7
1.2. Characteristics of tertiary educational services / 11
1.3. Typology of tertiary educational services / 17
1.4. The marketing mix in higher education / 25
1.4.1. The product / 26
1.4.2. Price / 40
1.4.3. Promotion / 45
1.4.4. Placement / 46
1.4.5. Staff / 47
1.4.6. The process / 48
1.4.7. Physical tests / 50
1.5. Global higher education systems / 53
1.5.1. Harmonization of higher education in the European Union / 53
1.5.2. The American model of education / 62

2. MARKETING COMMUNICATION IN HIGHER EDUCATION / 65
2.1. The concept of marketing communication / 65
2.2. Marketing communication mix in higher education institutions / 67
2.3. New methods of communication in higher education / 76
2.3.1. Social networks / 79
2.3.2. Photo / video / 80 distribution platforms
2.3.3. Google Adwords / 82
2.3.4. Google Adsense / 82
2.3.5. Weblog / 83
2.3.6. Google Analytics / 86
2.4. The impact of online social media on tertiary education / 89

3. QUALITATIVE RESEARCH ON MARKETING COMMUNICATION IN HIGHER EDUCATION AND ITS IMPACT ON PERCEIVED QUALITY / 91
3.1. Research methodology / 91
3.1.1. The decisional problem / 91
3.1.2. The purpose of the research / 92
3.1.3. Research objectives / 92
3.1.4. How to collect data: the semi-guided interview / 93
3.1.5. Interview guide / 94
3.1.6. Determination of the sample size / 96
3.1.7. Recruitment questionnaire / 97
3.1.8. Conducting research / 97
3.2. Analysis and interpretation of results / 97
3.3. Research conclusions / 131

Bibliography / 137

University education, a topic of eternal interest to a large number of people, continues to be studied by many researchers.
In this book I tried both an introduction to marketing communication in educational services, and to offer the reader an expert perspective. They, good connoisseurs of marketing, but also of the educational system, give the paper a welcome perspective on the problems and successes related to communication in Romanian higher education.

The Author

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