STRATEGIC ISSUES REGARDING THE PRODUCT POLICY OF THE
ROMANIAN MILITARY HIGHER EDUCATION INSTITUTIONS

Laurenţiu Stoenică, Academy of Economic Studies in Bucharest, Romania

ABSTRACT: Educational services market competition requires military higher education
institutions to adopt a marketing approach so that the dimension and containing of their
educational offer to positively influence the demand for educational services.
Understanding consumer needs and expectations of educational services, lead to the development
of educational programs and specializations able to satisfy market needs manifested.
The paper presents the analysis results on the range of educational services provided by the
military higher education institutions from their strategic dimensions perspective, and positioning
the military higher education institutions in Romanian higher education system.

Keywords: marketing, strategy, product policy, military, higher education, Romania

JEL Codes: I 23, M31