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Organisations are looking for the way of optimising the effects of marketing with respect to their sustainability. Three of the most important characteristics of sustainability concept include friendliness to the environment, long-term positive economic effects and respect to the customer by means of non-aggressive marketing based on principles of social responsibility. In this article, the author aims at introducing the concept of search-centric marketing as the marketing approach reflecting changes in consumer behaviour on one hand and the desire for sustainability on the other hand. A cyclic induced effect of sustainability of marketing activities is introduced showing the mutual dependence of addressing a higher number of potential students, higher quality of students and increased level of brand recognition and awareness of a university. The evidence is provided regarding the importance of reaching top results in search engines for relevant keywords to increase effects of marketing activities, improve conversion rate and avoid wasting of resources.

Search-centric approach to sustainability of academic marketing