Abstract:

Understanding the needs and expectations of the target audience generates different approaches from higher education institutions, so that consumers adopt behaviours of acceptance of the proposed educational offer and especially maintain this decision throughout their studies.

The quality of education, the quality of teaching staff, the university experience, the level of fees, the communication from the university and administrative departments are important elements that convince and consolidate the behaviour of students, consumers of educational services offered by the Romanian higher education institutions.

Starting from the needs and expectations of consumers of educational services, the marketing strategy of higher education institutions is built, proposing a theoretical model of the strategy and creating the premises for its development.

The paper aims to explore the extent to which the assessment of the marketing environment and the determination of marketing strategies applied in higher education, associate the appropriate elements of the marketing mix.

The development of a conceptual model of the marketing strategy applied in higher education is the result of associating the quality of the educational process in these institutions and the academic experience of consumers of the services offered with the determinants that should generate maximum consumer satisfaction, as well as the formulation of an effective marketing strategy.

Keywords:

Educational market, higher education, Romania, marketing strategy.