The Necessity of Using Research in Direct Marketing of the Higher Education Institution

Abstract

Currently, the use of research in direct marketing is in a continuous dynamic as the traditional and non-traditional direct marketing have been developed in a convergent direction. Moreover, the integrated marketing communications have been developed, and service providers have taken a number of measures to be as close as possible to their clients. In this context, higher education institutions in the Republic of Moldova, as they stand on a market for developing educational services, where the major competitors are becoming more experienced and sophisticated, appear to create the necessary conditions that would allow to attract as many students as possible. Thus, the specialized higher education institution in the field of "Sports Sciences" is in a position to establish and authorize more attractive programs, capable of differentiating from similar ones from local academic system.