Маркетингов микс на висшето образование. Теоретични основи и приложим модел
Higher education marketing mix. Theoretical bases and applied models

Author(s): Ognyan Ognyanov
Subject(s): Social Sciences, Economy, Education, Business Economy / Management, Sociology, Higher Education , Evaluation research, Marketing / Advertising, Sociology of Education
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: higher education marketing; higher education institutions; marketing mix; student attraction; student retention
Summary/Abstract: The article outlines the importance of the marketing mix as a way and means of influence and interaction in order to attract potential students and retain current ones in next educational degree. The aim of the article is based on a critical analysis and synthesis of existing scientific literature in the field of marketing of educational services and in particular of marketing of higher education, to examine the concept of the marketing mix. The object of the development are the higher education institutions, and the subject are their marketing activities to attract and retain students, through the means of readjustment of the marketing mix.

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