The need of relationship marketing in higher education

Abstract

This paper is about research conducted in order to find the graduates’ perceptions regarding their opportunities to find a job after the 1st cycle of study. The main aim was to find their intentions to look for a job in the study field and how they perceive the easiness of finding such a job. The outcomes have revealed that the respondents want a job in the study field, but they are anxious about a good integration in the labor market. In this respect, higher education institutions have to communicate better with their students and other stakeholders in order to implement relationship marketing in the organization.