Специфика на маркетинговия микс на икономическите висши учебни заведения в България

Огнян Огнянов

doi:https://doi.org/10.37075/RP.2025.3.06

Автори

Огнян Огнянов, докторант катедра "Маркетинг и стратегическо планиране", Факултет "Управление и администрация", УНСС Автор

DOI :

https://doi.org/https://doi.org/10.37075/RP.2025.3.06

Ключови думи :

Маркетинг на висшите учебни заведения, Маркетингов микс, Привличане на студенти, Задържане на студенти, Висши учебни заведения

M30, M31

Абстракт

Текстът рамкира елементите на модела „7P“ на маркетинговия микс на висшето образование с конкретни реални примери по елементи. Целта на изследването е с помощта на критичен анализ и синтез на съществуваща научна литература, да опише теоретичното съдържание на всеки един от седемте елемента на посочения модел. Предмет на изследването е маркетинговия микс, а обект са икономическите висши учебни заведения в България.

Литература (библиография)

Al-Fattal, A. (2010). Understanding Student Choice of University and Marketing Strategies in Syrian Private Higher Education. University of Leeds. URL: https://etheses.whiterose.ac.uk/id/eprint/1115/1/PhD_Thesis_Anas_Al-Fattal_SID200229252_Education.pdf (accessed 2025-04-14)

Brassington, F. (2006). Principles of Marketing. Harlow: FT Prentice Hall. ISBN: 9780273695592

María Cubillo, J. and Sánchez, J. and Cerviño, J. (2006). International students' decision‐making process. International Journal of Educational Management, 20(2), 101-115. DOI: https://doi.org/10.1108/09513540610646091

Eckel, P. (2007). Redefining Competition Constructively: The Challenge of Privatization, Competition, and Market-Based State Policy in the United States. Higher Education Management and Policy, 19(1), 1--17. DOI: https://doi.org/10.1787/hemp-v19-art5-en

Enache, I.-C. (2011). Marketing Higher Education Using the 7Ps Framework. Bulletin of the Transylvania University of Brasov, 4(1), 23--30.

Foskett, N. and Hemsley-Brown, J. (2001). Choosing Futures: Young People's Decision-making in Education, Training, and Careers Markets. London: Psychology Press. URL: https://books.google.bg/books/about/Choosing_Futures.html?id=SLAw6YnnHR4C&redir_esc=y

Frumkin, L. and Milankovic, M. and Sadler, C. (2007). Postgraduate Preferences: A Study of Factors Contributing to Programme Satisfaction Amongst Master's Students. New Horizons in Education, 55(2), 37--54.

Gibbs, P. and Knapp, M. (2012). Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions. London: Routledge. DOI: https://doi.org/10.4324/9780203437254

Hesketh, A. and Knight, P. (1999). Postgraduates' Choice of Programme: Helping Universities to Market and Postgraduates to Choose. Studies in Higher Education, 24(2), 151--163.

Hollensen, S. (2019). Marketing Management: A relationship approach. Amsterdam: Pearson. ISBN: 9781292291444

Hoyer, W. D. and MacInnis, D. J. (2001). Consumer Behavior. Houghton Mifflin. ISBN: 9780618013265

Ivy, J. and Fattal, E. A. (2010). Marketing Private EFL Programs in Damascus. TESOL Journal, 2, 130--143.

Ivy, J. and Naude´, P. (2004). Succeeding in the MBA Marketplace: Identifying the underlying factors. Journal of Higher Education Policy and Management, 26(3), 401-417. DOI: https://doi.org/10.1080/1360080042000290249

Ivy, J. (2008). A New Higher Education Marketing Mix: The 7Ps for MBA Marketing. International Journal of Educational Management, 22(4), 288--299. DOI: https://doi.org/10.1108/09513540810875635

Jobber, D. (2009). Principles and Practice of Marketing. London: McGraw-Hill. ISBN: 9780077123307

John, K. T. and Gopalakrishnan, R. and Raghavan, A. K. K. (2023). The MBA Marketing Mix Revisited: The Need for the 10Ps Framework in the Indian Context. IIMS Journal of Management Science, 1--26. DOI: https://doi.org/10.1177/0976030X231168312

Kotler, P. and Fox, K. F. A. (1995). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice-Hall. ISBN: 9780136689898

Kotler, P. and Hayes, T. J. and Bloom, P. N. (2002). Marketing Professional Services: Forward-thinking Strategies for Boosting Your Business, Your Image, and Your Profits. Paramus, NJ: Prentice Hall. ISBN: 9780735201798

Lau, S. H. (2009). Higher Education Marketing Concerns: Factors Influencing Malaysian Students' Intention to Study at Higher Educational Institutions.

Mallik, D. M. A. and Achar, A. (2020). Comparative Analysis of 7Ps Marketing Mix in Brand Building Among Management Institutes. International Journal of Scientific and Technology Research, 9(3). URL: https://www.ijstr.org/final-print/mar2020/Comparative-Analysis-Of-7ps-Marketing-Mix-In-Brand-Building-Among-Management-Institutes-an-Empirical.pdf (accessed 2025-02-14)

Osman, M. Z. and Muhammad, T. J. and Andy, B. I. (2013). Factors Influencing Students' Decisions in Choosing Private Institutions of Higher Education in Malaysia. Asian Academy of Management Journal, 18(1), 75--90.

Pardiyono, R. and Suteja, J. and Puspita, H. and Juju, U. (2022). Dominant Factors for the Marketing of Private Higher Education. Decision Science Letters, 11(2), 137--146.

Thakur, M. and Poddar, M. (2018). The Influence of 7Ps of Marketing Mix on Prospective Young Adult Student Aspirants During Selection of Higher Education Institutes. Journal of Emerging Technologies and Innovative Research, 5(12).

Wright, R. (1999). Marketing: Origins, Concepts, Environment. London: Cengage Learning EMEA. ISBN: 9781861525260