| Summary: | This paper aims to address institutional management and marketing, from the perspective of the Romanian educational system. From the point of view of institutional management, it presents the organization of the school institution vertically, and from the point of view of marketing, the school institution must promote the educational offer, in which the central part is communication.The institutional communication had as method the approach of communicative strategies within the school organization that focused on the interaction of the members of the organization, not only on the vertical, but also on the managerial ethos, which is a generator of a climate of trust, initiative, participation and responsibility.
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