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SM ISO690:2012 BELOSTECINIC, Grigore, JOMIR, Eudochia. Online university marketing: opportunities and strategies. In: Competitivitatea şi inovarea în economia cunoaşterii, Ed. 27, 22-23 septembrie 2023, Chişinău. Chişinău Republica Moldova: Departamentul Editorial-Poligrafic al ASEM, 2023, Ediţia a 27-a , pp. 167-176. DOI: https://doi.org/10.53486/cike2023.16 |
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Competitivitatea şi inovarea în economia cunoaşterii Ediţia a 27-a , 2023 |
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Conferința "Competitivitate şi inovare în economia cunoaşterii" 27, Chişinău, Moldova, 22-23 septembrie 2023 | ||||||
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DOI:https://doi.org/10.53486/cike2023.16 | ||||||
CZU: [339.138:004.738.5]:378.4 | ||||||
JEL: M30, M31 | ||||||
Pag. 167-176 | ||||||
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Under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers, universities are facing difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, increase the attractiveness of study programs and stimulate enrollment. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly current and of major interest to universities. At the same time, the studies conducted allow us to find that marketing remains one of the fields often ignored by universities. The use of digital channels becomes a necessity for any university marketing strategy. |
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Cuvinte-cheie university, marketing, university marketing, online marketing, communication, marketing strategies |
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