PARTICULARITIES OF THE MARKETING MIX IN HIGHER EDUCATION INSTITUTIONS

Ecaterina ȘIȘCAN Academia de Studii Economice a Moldovei

Abstract

Recent developments in the higher education market have led to the need to reconsider marketing strategies of universities. One of the key factors influencing success of any marketing effort is developing a marketing mix according to the needs and expectations of potential customers. In this paper the author analyzed the particularities of the application of the marketing mix in the higher education institutions. Keywords: marketing mix, higher education, educational marketing, educational services.