StatusThe thesis was presented on the 25 September, 2019
Approved by NCAA on the 6 December, 2019
Abstract– 1.03 Mb / in romanian
2.75 Mb /
Informational support as a factor of influence of decisions in Educational Marketing
PhD thesis in economics. 521.04 – Marketing and logistics. Chisinau, 2019
Document structure: introduction, three chapters, conclusions and recommendations, 239
bibliography titles, 22 annexes, 139 main text pages illustrated with 15 tables, 51 figures and 3
formulas. The results of the research are published in 12 scientific papers with a volume of 4.6
sheets of author.
Key words: educational marketing, Republic of Moldova, co-creation, informational support,
marketing information system, Education Management Information System.
The purpose of the research: is to determine the role and impact of informational support in
decision-making process in educational marketing of the Republic of Moldova.
The objectives are: to determine trends of modern marketing; to define the peculiarities of
educational marketing; to determine the content, role and structure of informational support in
educational marketing; to identify the premises and degree of development of educational
marketing in the Republic of Moldova; to assess the marketing information support in Moldovan
schools and identification of solutions to enhance the quality of the educational system by
developing informational support in educational marketing decisions.
The scientific novelty and originality: are to deepening new perspectives on the educational
marketing, completing the concept of marketing decision-making process and defining it in
educational field, determining the level of educational marketing development in Moldova;
determining the role of informational support in decision-making and achievement of marketing
objectives in general education; determining ways to boost the quality of education by developing
marketing information and co-creation practices of educational services in Moldovan schools.
The methodology applied in the thesis. The thesis uses complex methods of information analysis
and synthesis: induction and deduction, analysis and synthesis, analogy, correlation, as well as
economic-mathematical, economic-statistical and those of economic analysis of information
processing: comparison, grouping, etc. The data presented in this study were collected from
primary and secondary sources, being both quantitative and qualitative in nature.
The important scientific problem solved in the researched field is to determine the degree of
educational marketing development in the Republic of Moldova; to define theoretical structure of
the information support for educational marketing decision-making process in Moldova and its role
in enhancing the quality of general education.
The theoretical significance of the thesis is to complement the concept of marketing decisionmaking process, to develop the concept of educational marketing decision-making process, to
define the concept of education marketing informational system, and determine its structure, role
and impact in the general education of the Republic of Moldova.
The applicative value of the research consists of three major directions: (i) determining the role
of informational support in the emergence and development of educational marketing, but also its
impact on educational marketing decisions; (ii) determining the level of educational marketing
development in Moldova and solutions for enhancing its application in schools; (iii) the
argumentation of the need for complex and integrated information solutions as well as co-creation
efforts for the development of educational marketing that would contribute to the quality and
attractiveness of the educational sector.
The results of this research are translated into educational policies, such as: (i) the expansion and
interconnection of information systems in the educational field, (ii) the use of information in
decision-making and communication processes, (iii) but also, increasing the efforts to involve
citizens in co-creation of educational services.