VIEWS OF YOUNG PEOPLE ON THE IMPORTANCE OF MARKETING
COMMUNICATION IN TERMS OF ACCESSING EUROPEAN FUNDS
Mihai Orzan, Bucharest University of Economic Studies
Anamaria Catălina Radu, Bucharest University of Economic Studies
Andra Iuliana Dobrescu, Bucharest University of Economic Studies
Maria Cristina Mitrică, Bucharest University of Economic Studies
Abstract: With Romania’s accession to the European Union, it has benefited from a number of advantages
including the possibility of accessing funds. Projects financed from external funds are some of the most
important instruments that are aimed at the improvement of businesses conducted in the country. In recent
years, Romania has registered fairly low values in terms of the absorption of European funds. Excessive
bureaucracy and how the communication process takes place have put a powerful imprint on the activities
undertaken in this field. The study presented in this paper aims to identify young people’s views on the
importance of marketing communication in this business sector. To meet the objectives, a quantitative
research was conducted on a sample of 70 respondents. The data were analyzed using the IBM SPSS
Statistics 20 software.
Keywords: online marketing, European funds, marketing communication.
JEL Classification: M31