[01] Klodiana Gorica, Department of Marketing–Tourism, Faculty of Economics, University of Tirana, Tirana, Albania. [02] Ina Cojoaca, Department of Marketing–Tourism, Faculty of Economics, University of Tirana, Tirana, Albania.

This case study aims to dig more in-details about the relationship between the dimensions of entrepreneurial marketing in creating value, in public higher education institutions and the performance implications for the producers and sellers of this service. The aim is to engage readers in a discussion about the concept of Entrepreneurial Marketing in Public Higher Education Institutions and its importance today comparing with traditional marketing; here we discuss why we need entrepreneurial institutions of higher education and if the Public Higher Education Institutions in Albania are applying traditional or entrepreneurial marketing. The main issue in this study is whether public higher education institutions in Albania are oriented toward Traditional Marketing or Entrepreneurial Marketing?

Entrepreneurial Marketing, Focus on Opportunities, Innovation, Shannon-Wienner Entropy, Public Higher Education in Albania

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