The Impact of Digitalization in Academic Marketing – A Comparative Study

Using as a starting point the continuous transformation that the academic environment bears under the impact of the digitization phenomenon, our paper aims at a scientific investigation on the online presence of the educational offer of two universities. Current methods issued from theoretical and professional models have allowed us to highlight a series of criteria that reflect the quality and performance of online digital promotion of admission services in the case of two representative universities in Romania. Thus, we can say that, by building an operational dashboard, educational digital marketing can benefit from decision support tools, useful both in branding policy and in operationalizing online presence and communication.