STUDENT SATISFACTION, RESULTANT OF MARKETING ORIENTATION OF UNIVERSITY UNDER CURRENT CONDITIONS

The purpose of this work is to present a relevant aspect of marketing approach of the activities carried by universities, respectively knowing, understanding and satisfying students’ needs, the main consumer category of the university product, in the conditions of current market of high education institutions. The universities are put in the position to find solutions to the problems caused by the stakeholders’ characteristics and by the existing competition on the educational market. The approach of marketing orientation in the university implies adapting the educational and scientific research step to create for the institution a brand image as a warranty of its sustainability on a competitive market by considering the needs and expectations of students. The conclusion is that there is a wide specialized literature that shows models that allow an adequate quantification of the students’ satisfaction as a resultant of concerning the insurance of high education quality by using univeristy marketing tools. Starting from the specialized literature, in the work was handled the quantification of the students’ satisfaction that have completed Bachelor and Master cycle in order to improve the activity of the university