Online Educational Marketing as a Means to Increase the Attractiveness of the University and Its Image

Abstract

The universities in the Republic of Moldova face difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, the attractiveness of study programs and stimulating enrolment under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly topical and of major interest to universities, moreover, an appropriate marketing strategy can provide them with future success in an increasingly competitive higher education market. At the same time, the studies conducted allow us to find that marketing remains one of the fields often ignored by universities, while the use of digital marketing channels become a necessity for any university marketing strategy. Online marketing strategies can positively influence the reviews among potential students by presenting its strengths, the characteristics that differentiates it from competitors, thus contributing to improving the image of the university and increasing the attractiveness for study applicants.