<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Using as a starting point the continuous transformation that the academic environment bears under the impact of the digitization phenomenon, our paper aims at a scientific investigation on the online presence of the educational offer of two universities. Current methods issued from theoretical and professional models have allowed us to highlight a series of criteria that reflect the quality and performance of online digital promotion of admission services in the case of two representative universities in Romania. Thus, we can say that, by building an operational dashboard, educational digital marketing can benefit from decision support tools, useful both in branding policy and in operationalizing online presence and communication.</p>
</abstract>

Using as a starting point the continuous transformation that the academic environment bears under the impact of the digitization phenomenon, our paper aims at a scientific investigation on the online presence of the educational offer of two universities. Current methods issued from theoretical and professional models have allowed us to highlight a series of criteria that reflect the quality and performance of online digital promotion of admission services in the case of two representative universities in Romania. Thus, we can say that, by building an operational dashboard, educational digital marketing can benefit from decision support tools, useful both in branding policy and in operationalizing online presence and communication.

The Impact of Digitalization in Academic Marketing – A Comparative Study

ȜGeorge Emil Paladeȝ University of Medicine

Acta Marisiensis. Seria Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"The Impact of Digitalization in Academic Marketing \u2013 A Comparative Study"}

Using as a starting point the continuous transformation that the academic environment bears under the impact of the digitization phenomenon, our paper aims at...

The Impact of Digitalization in Academic Marketing – A Comparative Study

Published Online: Jan 19, 2024

Page range: 83 - 91

DOI: https://doi.org/10.2478/amso-2023-0007

Keywords
academic marketing, dashboard, web performance, online branding

© 2023 Erika-Alexandra Dobre et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The Impact of Digitalization in Academic Marketing – A Comparative Study

Published Online: Jan 19, 2024

Page range: 83 - 91

DOI: https://doi.org/10.2478/amso-2023-0007

Keywordsacademic marketing, dashboard, web performance, online branding

© 2023 Erika-Alexandra Dobre et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
academic marketing, dashboard, web performance, online branding