Marketing Orientation in Universities as a Fundamental Resource for Gaining Sustainable Competitive Advantages

Abstract

The growing competition in higher education forces universities to adopt a marketing orientation as a strategic approach to enhance institutional performance and achieve sustainable competitive advantages. The paper presents the results of a study of the level of marketing orientation of universities in the Republic of Moldova, based on a survey of university leaders, rectors, vice-rectors and heads of marketing departments. The results show that respondents are aware of the importance of marketing to improve the image, attractiveness and success of the institution. The study points out the necessity to upgrade the internal marketing capabilities, increase the use of modern marketing tools and integrate marketing thinking into the institutional management. Such measures can contribute to enhancing the competitiveness and long-term sustainability of universities in the increasingly dynamic higher education sector. UDC: 378:339.138; JEL: M31, I23, L25