About this paper

Appears in:
Pages: 6918-6922
Publication year: 2018
ISBN: 978-84-697-9480-7
ISSN: 2340-1079
doi: 10.21125/inted.2018.1626

Conference name: 12th International Technology, Education and Development Conference
Dates: 5-7 March, 2018
Location: Valencia, Spain

DIGITAL MARKETING STRATEGIES APPLIED FOR IMPROVING THE ON-LINE IMAGE OF A TECHNICAL UNIVERSITY

D. Dumitriu, C. Alexe, M. Popescu

University Politehnica of Bucharest, Faculty of Entrepreneurship, Business Engineering and Management (ROMANIA)
The digital marketing strategies are more and more present in our lives and modern universities should be part of this global phenomenon, considering that students are among the most active groups on social media platforms. This paper presents the ways in which a technical university is capable of improving its on-line image by taking advantage of the digital marketing strategies in order to better communicate with enrolled students, to attract new local or international students and most important, to promote both its services and academic or non-academic events. The authors focus on several strategies, from the activities on free platforms to paid ads, analyzing the pros and cons of each of these methods. The research was done using both qualitative and quantitative methodologies, applied in several technical universities present in some of the most important cities across country. The results show that universities are not yet taking full advantage of the digital marketing opportunities, this leading to a decrease in the number of students that may have been potentially interested to enroll, due to the fact that the university’s image and general on-line presence are not convincing enough and do not meet their previous formed expectations. At the end of the research, the authors make recommendations specific to the on-line environment that can be adapted and implemented by other technical universities for improving their equivalent "brand awareness" level known in the industry.
@InProceedings{DUMITRIU2018DIG,
author = {Dumitriu, D. and Alexe, C. and Popescu, M.},
title = {DIGITAL MARKETING STRATEGIES APPLIED FOR IMPROVING THE ON-LINE IMAGE OF A TECHNICAL UNIVERSITY},
series = {12th International Technology, Education and Development Conference},
booktitle = {INTED2018 Proceedings},
isbn = {978-84-697-9480-7},
issn = {2340-1079},
doi = {10.21125/inted.2018.1626},
url = {http://dx.doi.org/10.21125/inted.2018.1626},
publisher = {IATED},
location = {Valencia, Spain},
month = {5-7 March, 2018},
year = {2018},
pages = {6918-6922}}
TY - CONF
AU - D. Dumitriu AU - C. Alexe AU - M. Popescu
TI - DIGITAL MARKETING STRATEGIES APPLIED FOR IMPROVING THE ON-LINE IMAGE OF A TECHNICAL UNIVERSITY
SN - 978-84-697-9480-7/2340-1079
DO - 10.21125/inted.2018.1626
PY - 2018
Y1 - 5-7 March, 2018
CI - Valencia, Spain
JO - 12th International Technology, Education and Development Conference
JA - INTED2018 Proceedings
SP - 6918
EP - 6922
ER -
D. Dumitriu, C. Alexe, M. Popescu (2018) DIGITAL MARKETING STRATEGIES APPLIED FOR IMPROVING THE ON-LINE IMAGE OF A TECHNICAL UNIVERSITY, INTED2018 Proceedings, pp. 6918-6922.
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