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THE STRATEGIES OF MARKETING MIX IN TECHNICAL UNIVERSITY EDUCATION SERVICES
Abstract
The paper aims to analyze the marketing mix in the technical university education services. The most important particularities about the higher education services are about the marketing mix. Regardless of the field, it builds on the basis of the four traditional elements: product, price, placement and promotion. In the case of educational services, the marketing mix expands with three other elements: people, processes and physical evidence. All the elements of the marketing mix are interdependent. The people are very important in services because their lack leads to the impossibility of providing them. The procedures are all actions taken by clients to take possession of the education service. On the basis of this analysis are formulated strategies of quality improvement in the technical university education services for each element. The physical evidence are represented by buildings, furniture, equipment and are important due to the increased perception they can give to the utility of the service, in other words the service becomes tangible. The strategy is the way where objectives can be reached, to increase the quality of services technical higher education.
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