Management and marketing university education. Opinions and trust levels of different public categories

The present study intends to identify the main stakeholders' perceptions towards Romanian higher education and to estimate their degree of trust in Romanian universities. Five categories of stakeholders were analyzed: high school students (the future university candidates), present university students, former students (graduates), university professors, employers and public opinion, in general. The geographic area analyzed was that of North-Eastern Romania. The research methodology included: documentary (secondary) research, survey research (based on six questionnaires, with a common number of questions and specific ones), in-depth interview (for professors), analysis and synthesis. The total sample size was of 922 respondents: 195 high school students, 280 present students, 102 graduates, 43 professors, 100 employers, and 202 persons - public opinion. The research findings could be used for specific management and marketing activities for higher education institutions.