Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
The main focus of the study is the analysis of the effects of marketing mix instruments in higher education institutions in building the image of higher education institutions and the satisfaction of students, all from the perspective of service users, which in turn, leads to a more successful posit...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/667028 |
| Acceso en línea: | http://hdl.handle.net/10803/667028 http://dx.doi.org/10.6035/14102.2019.208251 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing mix instruments Student satisfaction Higher education Image of higher educarion institurions Marketing Marketing in higher education Ciències socials, periodisme i documentació 339 378 |
| Sumario: | The main focus of the study is the analysis of the effects of marketing mix instruments in higher education institutions in building the image of higher education institutions and the satisfaction of students, all from the perspective of service users, which in turn, leads to a more successful positioning of a higher education institution in the higher education market. Therefore, the goal was to reach insight regarding marketing mix instruments which need to be improved in order to improve the image of higher education institutions and student satisfaction. The research conducted on a complete sample from higher education institutions in the Republic of Serbia and Spain, as well as on research subsample from higher education institutions in each country, led to the results which, matched to theoretical perspectives in this area, produced very useful and widely applicable conclusions, which serve as a contribution to the scientific and practical perspective. |
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