Using Marketing Research in Education Field

Abstract

Social marketing as a marketing specialization is a result of its extensive development. The social marketing is characterized by its own scope, well defined (activity of social organizations). Educational marketing (which is a component of social marketing) involves designing educational institutions to effectively meet identified needs. In this respect it is necessary to properly define the educational offer (seen as product policy) tax policy of universities (as part of the price policy), distribution and effective communication techniques with students. Traditional methods and techniques of marketing research, both quantitative and qualitative, can be used to study environmental factors  influence educational. Besides general purpose needs to identify potential customers and adapting educational programs, marketing researches includes analysis or the perception that students have towards the services offered by the university. The purpose of this research project is the assessment of student satisfaction (in the master programs) to internship from the time of Bachelor cycle. Importance of marketing in universities is given by diversification of educational needs and the marketing research represents an important factor.