The Promotional Ecosystem or Experiential Marketing - Vectors for Consolidating the Prestige of ASEM

Abstract

The massification of higher education and the intensification of global academic competition have catalyzed a structural transformation in how universities attract, retain, and engage students. This research exhaustively investigates the transition from traditional educational marketing to an integrated promotional ecosystem, anchored in the paradigm of experiential marketing, as a strategic vector for consolidating the institutional prestige of the Academy of Economic Studies of Moldova (ASEM). Utilizing a quantitative methodology based on a representative sample of 382 ASEM students, the study evaluates the multidimensional academic experience—encompassing cognitive, sensory, emotional, and relational dimensions. The findings reveal a critical dichotomy: while digital infrastructure and academic resources are highly rated, significant vulnerabilities exist regarding physical comfort (e.g., inadequate climate control and ergonomic furniture) and alarming levels of student stress (71.99% experiencing academic-induced anxiety). Furthermore, the analysis demonstrates that institutional prestige is no longer solely a function of academic output but is intrinsically linked to student well-being, experiential satisfaction, and organic word-of-mouth within a self-reinforcing promotional ecosystem. The paper concludes with actionable strategic recommendations, emphasizing the urgent operationalization of a psychological counseling center, the modernization of physical learning spaces, and the recalibration of student organization activities to optimize the holistic student experience and fortify ASEM's competitive advantage in international rankings. CZU: 339.138:378.4; JEL: M31, I23, D83