Lecturers as an element of higher education marketing

- Professor Mirosława Pluta-Olearnik


The goal of this article is to identify the scope and results of already conducted research on the perception of lecturers from the internal and external perspective of Polish universities , as well as to assess the utilization of these resources in light of the marketing knowledge of a service organization. Research methods used for the purpose of this article include: the analysis of Polish and foreign periodicals from the area of university management and marketing, diagnosis of the utilization of lecturers as a special marketing asset of a university and formulating conditions for efficient marketing management of university employees for the purpose of building and strengthening university brand on the Polish and foreign market.

Professor Mirosława Pluta–Olearnik, Wrocław University of Economics, Poland – economist, academic teacher, professor of economics, service management and marketing specialist, professor of the University of Economics and the University of Business in Wrocław, author of about 100 scientific publications. For many years she has been specialized in the issues of functioning and development of services in such areas as: banking, tourist, educational, scientific and research, business services. Moreover, she is conducting research on the internationalization of the service sector. The author of such books as „Marketing usług”, „Marketing usług bankowych”, „Rozwój usług edukacyjnych w erze społeczeństwa informacyjnego”, „Przedsiębiorcza uczelnia i jej relacje z otoczeniem”.

DOI: 10.14611/minib.23.03.2017.10
Contact: pluta(at)olearnik.pl

MINIB, 2017, Vol. 23, Issue 1

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