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Informational support as a factor of influence of decisions in Educational Marketing


Author: Casap Lucia
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2019
Scientific adviser: Oxana Savciuc
doctor, associate professor (docent), Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova

Status

Term of presenting of the thesis 25 September, 2019

Abstract

Adobe PDF document1.03 Mb / in romanian

Thesis

CZU 339.138:37:004(478)(043)

Adobe PDF document 2.75 Mb / in romanian
189 pages


Keywords

educational marketing, Republic of Moldova, co-creation, informational support, marketing information system, Education Management Information System

Summary

ANNOTATION Lucia Casap 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.