The need of relationship marketing in higher education

This paper is about research conducted in order to find the graduates’ perceptions regarding their opportunities to find a job after the 1st cycle of study. The main aim was to find their intentions to look for a job in the study field and how they perceive the easiness to find such a job. The outcomes have revealed that the respondents want a job in the study field, but they are anxious about a good integration on the labour market. In this respect, the higher education institutions have to communicate better with their students and other stakeholders in order to implement the relationship marketing in the organisation.