Institutional Visibility-criterion of the Effectiveness of Educational Marketing Actions. Case Study

The specifics of contemporary society involve, at the level of educational sciences, both epistemological adjustments as well as adjustments in the relations of the school as an institution with the governing authority. Reduction of the state's involvement in the organization and operation of the school implies, alongside decentralization and the reduction of allocated budgetary resources, both the assumption of the principle of self-financing by the various educational institutions and the concern for competitiveness as a prerequisite for survival in the conditions of a competitive type of educational reality. Schools thus become competitors in the field of educational offers, beneficiaries of the education system become consumers in the educational market and the orientation of the marketing activity towards increasing institutional visibility constitutes one of the basic conditions for success.