Специфика на маркетинговия микс на икономическите висши учебни заведения в България

Огнян Огнянов

doi:https://doi.org/10.37075/RP.2025.3.06

Authors

Ognyan Ognyanov, PhD Student Department of Marketing and Strategic Planning, Faculty of Management and Administration, UNWE Author

DOI:

https://doi.org/https://doi.org/10.37075/RP.2025.3.06

Keywords:

Marketing of higher education, Marketing mix, Students' attraction, Students' retention, Higher education institutions

M30, M31

Abstract

The report frames the elements of the "7P" model of the higher education marketing mix with specific real-world examples by each element. The purpose of the report is to describe the theoretical content of each of the seven elements of the specified model using a critical analysis and synthesis of existing scientific literature. The subject of the report is the marketing mix, and the object is the economic higher education institutions in Bulgaria.

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