The Necessity of Marketing Strategies in Higher Education Institutions
The Necessity of Marketing Strategies in Higher Education Institutions

Summary/Abstract: This paper is about a research conducted in order to find the students’ intentions after the graduation of the 1st cycle of study. The main aim was to find their future priorities in order to support the decision process concerning the best marketing strategies that the university can put in practice. The research started from the general hypothesis that a large part of students do not want to continue the studies with the master studies. The outcomes revealed that the respondents give a high priority to continue the studies without to find a job, but there are students that want to find a job and to leave the school. A low priority is given to finding a job and continuing studies concomitant. In this context, the university should focus its marketing strategies on retaining the students for the master programs, such a situation being in the advantage of both parties.

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