Creating marketing strategies for higher education institutions

- Professor Lidia Białoń

Lidia BialonThe article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.

Professor Lidia Białoń, Warsaw Management University, Poland – The head of the Department of Marketing and Entrepreneurship at Warsaw Management University. Her scientific interests are focused on the subjects of innovative activity management and marketing, especially innovation marketing. She has worked in many positions associated with university management – from head of department, through dean to vice-rector. Among her numerous publications devoted to the subject of marketing and company management, the one titled „Zarządzanie działalnością innowacyjną” (Managing innovative activity), Wyd. PLACET, 2010, is definitely noteworthy.

DOI: 10.14611/minib.18.04.2015.13

Contact: emalia1(at)o2.pl

MINIB, 2015, Vol. 18, Issue 4

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