THE HIGHER EDUCATION THROUGH THE SERVICE MARKETING PRISM
Boryana Grancharova – Serbezova
ABSTRACT - The article aims at defining the specifics of the Higher education from a Service Marketing point of view and at revealing of the Marketing Activities necessary for providing of a competitive educational service of quality by the means of assessing the opinion of the service beneficiaries themselves – the students. The main conclusion, on the grounds of the literature review, theoretical analysis and synthesis, content analysis and a written “Client Satisfaction questionnaire” – the means used in the research, has been formulated, that the marketing approach towards the educational service provided by each university, shows opportunities to the educational institutions to increase their competitive ability for attracting students at highest degree of compliance with students’ needs and expectations.
Keywords: educational service, external marketing, higher education, interactive marketing, internal marketing, service marketing