University Promotion - Key Factor of the Adaptability, Competitiveness and Performance of the Higher Education Service

The permanent provision of a high standard of the educational services allows the reaching and maintaining of the competitive success of the universities whose secret consists of implementing the marketing vision. The research conducted aims to illustrate the manner of using and the impact of one of the four instruments of the marketing mix, namely promotion, by the state and private universities in Romania, from the perspective of consolidating their position on the market they serve. The current stage of research indicates, however, an initial use of this instrument, despite its valences, which, once potentiated, would ease the creation of a competitive market of higher educational services.