EDUCATIONAL MARKETING CHALLENGES - UNIVERSITIES AND
GRADUATES' EMPLOYMENT. A CASE STUDY

Silvia Muhcina, Ovidius University of Constanta
Andreea-Daniela Moraru, Ovidius University of Constanta


ABSTRACT: Important suppliers of educational services, the universities must create
appropriate marketing policies in such a way as to ensure the correspondence between their
offer and the consumers’ educational needs, and, at the same time, the social needs. Simply by
creating the most appropriate offers (academic programs, faculties, studies etc.) for candidates
is not enough to realize a successful activity. Universities must be preoccupied with what kind of
"products" they deliver (which in this context means graduates) and in what environmental
conditions so that they ensure an appropriate answer to the labor market’s demand. The aim of
this paper is to emphasize the importance of the distribution policy in the educational marketing
mix and, based on a marketing research, to determine the students’ opinion regarding the
importance of universities’ involvement in graduates’ employment.

KEYWORDS: marketing, education, services, distribution, graduate

JEL CODES: M31