OPTIMIZING QUALITY LEVEL AND APPLYING ON-LINE MARKETING TECHNIQUES FOR HIGHER EDUCATION SERVICES

Quality in higher education means ensuring the proper conditions for the best, complete and useful development opportunities. Education quality can sometimes be a subjective issue and varies with the values of a particular society. In a modern functional market society, where competition is tough and still increases annually, the social conditions, the education consumers’ needs and the market demand for certain professional categories, shapes also the higher educational services. Today’s youth have easy and rapid access to almost any type of information, implying a more careful approach in delivering the educational process in all its stages. Thus, it becomes a necessity that each higher education institution should constantly work both on adapting its learning curricula and on building an improved perception of its image by using also the on-line environment for promoting its educational services. The paper contains a research that aims to evaluate the current situation from two perspectives: one the one hand, the quality level of the general offer in the higher educational environment according to market needs, and alongside this analysis, the necessity of developing a strategy for improving the general perception of a university’s image by applying on-line marketing techniques. The impact and consequences of designing and implementing such a strategy are then pro-actively analyzed using a specific set of methodologies.