Abstract
As part of the social environment, the educational institutions interact openly and dynamically with its other components, influencing and being influenced by the economic climate, the evolutions in the field of technology, the demographic changes, the changes in the field of culture, educational policies and legislation. The interaction between the school and the external environment requires constant attention from management. In the school organization plan, the manager must identify and anticipate the needs of the direct and indirect beneficiaries of education in a certain way, outlining an educational offer according to them, without neglecting the fact that successful education is the best marketing.
Promotional communication policy is an essential component of educational marketing, with which private and state pre-university education institutions, as well as universities, are increasingly familiar. Educational institutions must carefully plan, implement and coordinate a complex promotion strategy, using different channels, both classic and existing in virtual environments, to maximize the expected results.
Therefore, new technologies represent an important advertising medium, both due to the low costs and easy access for all target groups. Through promotional communication in the virtual environment, direct or indirect exchanges are facilitated, by informing those interested and by influencing them, aiming at accessing the services and products of the educational institutions or supporting their activity.
The investigative approach taken has surprised how the new technologies can be involved in educational marketing at the level of pre-university education institutions, in view of a sample of 90 students from the master of Educational Management, who are at the same time teachers. The new technologies can be successfully involved and can support, at a higher quality level, actions in the field of educational marketing. |