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The scientific event – a visibility factor for the university brand

References Allen, J. (2004). Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge. Mississauga, ON: John Wiley & Sons Canada Ltd. Allen, J. (2009). Confessions of an Event Planner, Case Studies from the Real World of Events- How to Handle the Unexpected and How to Be a Master of Discretion . Mississauga, ON: John Wiley & Sons Canada Ltd. Bennett, R., Ali-Choudhury, R. (2007). Components of the university brand: an empirical study, in Melewar, T.C. (Ed.). Intangible Economies: Brand, Corporate Image

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Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital


The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.

The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future personnel policy of university authorities, also in the context of “Constitution for Science” and new proposals which are supposed to elevate the role and significance of the didactic personnel.

On the basis of a survey conducted among the students of a public university, the author of the article draws important conclusions concerning the student-lecturer relationship, which reflecting the respondents’ opinions constitute a basis for proposing solutions aimed at supporting the didactic personnel in their effort to bring perfection to the processes of education and cooperation with students.

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Building Scientific Institution’s Brand with Online Instruments


The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

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Ways to create an effective positioning of Romanian universities through identity, image and promotion elements

., (Coordinator) Brătucu,G., Chițu, I., Răuță, C., & Bălășescu, M., (2000) Marketing Vol I, Brasov: Transilvania University of Brasov Press. Olteanu, V. (2007). Management Marketing , Bucharest: Ecomar Press. Nechita, F. (2012) Constructia de marcă, Transilvania University of Brasov Press. Perera, P., Abeysekera,N., & Samarasinghe, D., (2016): Potential association of private university branding effots with perceptions and attitudes of prospective students: a study in Sri Lanka, Management&Marketing , volume XIV, 171 – 201 State, A. M., (2016

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Social Media as a Marketing Tool for European and North American Universities and Colleges

References Academic RANKING OF World Universities. Retrieved from: . Ali-Choudhury, R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of an university brand. International Review on Public and Nonprofit Marketing , 6 (1), 11–33. Altimeter Group (2018). Asderaki, F., & Maragos, D. (2012). The internationalization of higher education: The added value of the European portals and social media pages for the national and the institutional internationalization strategies

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Students’ perception of attributes of independent colleges of business profile in the market of higher education in Poland

. (2012), Webinar, videocast, wiki , Personel i Zarządzanie, No. 7, 18-21. 9. Diagnoza Społeczna 2013, Ed.. J. Czapiński, T. Panek, . 10. Druteikiene G. (2011), University Image: Essence, Meaning , Theoretical And Empirical Investigation, Global Conference on Business and Finance Proceedings 2011, Vol. 6, No. 2, 167-174. 11. Duesterhaus A., Duesterhaus M. (2014), Attributes of successful university brands in the USA , Journal of Brand Strategy

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Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy

). Micropolitics of Educational Organisations, Educational Management and Administration, 10, 87-98. 27. Hutt, M.D.; Reingen, P.H.; Ronchetto Jr., J.R. (1988). Tracing emergent processes in marketing strategy formation. The Journal of Marketing, 52 (1), 4-19. 28. Jevons, C. (2006). Universities: a prime example of branding going wrong. Journal of Product & Brand Management, 15 (7), 466-467. 29. Judson, K.M.; Aurand, T.W.; Gorchels, L.; Gordon, G.L. (2008). Building a university brand from within: university administrators

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From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University

Management, 4(1), pp. 25-35 17. Duesterhaus, A.P., Duesterhaus, M., (2014), Attributes of successful university brands in the U.S.A., Journal of Brand Strategy, 3(2), pp. 169-183 18. Erdmann, D.G., (1983), An examination of factors influencing student choice in the college selection process, Journal of College Admissions, Summer, pp. 3-6 19. Franklin, M., (1995), The effects of differential college environments on academic learning and student perceptions of cognitive development, Research in Higher Education, 36, pp. 127-153 20. Fuller, C.W., Maski

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The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions

.1080/14783360903037085 Lee, G. and Leh, F. (2011). Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands. Journal of Marketing Research and Case Studies : 1–10, Makgosa, R. and Molefhi, B.A. (2012). Rebranding an Institution of Higher Education in Botswana. Business and Economic Research, 2(2): 25–39, Marrs, M., Gajos, R. and Pinar, M. (2011). Utilizing Brand Audit to Develop a University Brand: A Case Study . ASBBS Annual Conference (pp. 964–975). Las Vegas: Proceedings of ASBBS

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Using ZMET for Investigating the Role of Social Media in the Employment Process

? Surviving in the new cyberspace era. Organizational Dynamics, Volume 44, p. 26-34. 38. Poba-Nzaou, P., Lemieux, N., Beaupré, D. & Uwizeyemungu, S., 2016. Critical challenges associated with the adoption of social media: A Delphi of a panel of Canadian human resources managers. Journal of Business Research, Volume 69, p. 4011-4019. 39. Rutter, R., Roper, S. & Lettice, F., 2016. Social media interaction, the university brand and recruitment performance. Journal of Business Research, Volume 69, pp. 3096 -3104. 40. Smith, W

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