Dr. Teofana Dimitrova, Assoc. Prof. https://www.researchgate.net/profile/Teofana_Dimitrova
University of Plovdiv Plovdiv, Bulgaria
Abstract. The competition between higher education institutions in Bulgaria is growing and the practical realization of the marketing concept in the higher education system is becoming more and more urgent. Marketing is the key to creating and implementing a quality educational product. But there are different points of view in the interpretation of what the quality of higher education is, what the educational product is and how it differs from the educational service. The purpose of the article is to clarify the essence of these concepts. But the main focus is the argumentation of the need to adopt the marketing concept as a principle of management of higher education institutions. Specific actions are also indicated in this direction.
Keywords: marketing concept in higher education; educational product; educational service
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