THE INFLUENCE OF MARKETING ENVIRONMENT ON INSTITUTIONS OF HIGHER EDUCATION IN ROMANIA
THE INFLUENCE OF MARKETING ENVIRONMENT ON INSTITUTIONS OF HIGHER EDUCATION IN ROMANIA

Summary/Abstract: Changes taking place in society in general and in the economy in particular, are intense and involve the whole system by changing not only the form but also the content. In such a context, in which the knowledge is the most valuable resource, it is normal to give increasing importance to the higher education institutions as sources of production of knowledge. From a marketing point of view, the organizational objectives cannot be achieved without a deep understanding of the business environment. The purpose of this paper is to analyze the influence of the marketing environment, on the activity of higher education institutions in Romania. Marketing environment analysis involves the analysis of the internal environment so that the strengths and weaknesses of institutions are highlighted and the external environment analysis, on micro-and macro scale, as to identify opportunities that can benefit and to see the threats from external environment that should be taken into account.

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