The marketing of educational services. A study regarding the graduates' professional path

• Author: Palade, A. - Bratucu, G.
• Position: PhD Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov - Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov
• Pages: 57-64

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 2 - 2013

Series V: Economic Sciences

THE MARKETING OF EDUCATIONAL

SERVICES. A STUDY REGARDING THE

GRADUATES’ PROFESSIONAL PATH

A. PALADE

1 G. BRTUCU2

Abstract: The present article begins with a short a nalysis of the scientific

literatur e, followed by a qua ntitative r esearch study applied on university

gradu ates with r eference to their professional path. The main theme of this

resear ch is: attitudes, opinions and behaviours of students gra duating from

Transilvania University regarding their professional path after gra duating

from university courses. The present pa per continues with some of the results

obtained from the resea rch and the conclusions dra wn from them.

Key words: marketing of educational ser vices, market research, ca reer path

1. Introduction

This article begins by counting down the

main theoretical aspects related to

educational marketing. Taking into account

the fact that for young people it is very

challenging to find a job after graduating

from university, a quantitative marketing

research study was conducted on graduates

of the Faculty of Economic Sciences and

Business Administration from Transilvania

University, on students who have graduated

in the last 3 years. The research was

performed in November and December

2012 and it dealt with the students’

professional path after graduating from

university courses.

Based on the results, we have reached the

conclusion that courses should contain

more practical knowledge than theory if we

want the students to have success in their

future careers and find a suitable job. To

increase their chances of finding a job and

put theory into practice, young people need

1 PhD Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

2 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

to keep up with the latest technological

improvements.

2. Literature Analysis

The concept of marketing was defined in

1957 by John B. McKitterick, the president

of General Electric, who stated the

following in a meeting of The American

Marketing Association: „the concept of

marketing is the philosophy of reaching a

consumer, which implies whole and

coordinated actions, as well as setting a

target”. [1]

Kotler proposed the following definition:

social marketing is the development,

implementation and control of programs

aimed at increasing adherence to an idea, a

cause or a social behaviour in one or more

of the groups concerned. [2]

Social marketing is found in

specializations such as: public services

marketing; marketing of ideas and social

causes; marketing of services and cultural