Abstract:

Educational marketing research has been receiving an increasing attention in recent years because of the economic fluctuations, developing market demand, innovative financial structures, new forms of risk and their management which are becoming nowadays very important to a market-oriented strategy.

The Paper presents main elements of the research on educational marketing conducted with the aim of analyzing the offer of our University Master’s degree studies in “Civil Engineering” and “Engineering & Management” areas, in accordance with the students’ expectations and the real estate market demand.

As research method, the investigation revealed options and motivations of students from “Special Engineering Technologies” and “Project Management & Property Evaluation”, educational programmes for which the Department of Civil Engineering and Management at our Technical University is responsible.

Used as an instrument of surveying the questionnaire was administered to all finalyear students, representing the second generation of university graduates from Master’s degree studies, and has been considered fully validated for 92.7 %. Since the master students at our programmes are mostly Bachelor’s degree graduated in “Civil Engineering” and “Engineering & Management” area, a set of specific questionnaires was distributed to them too during the survey.

Main results after processing data, as well as synthetic conclusions, based on the observations and opinions of the respondents with regard to the educational offer and their perspectives, are presented in the Paper.