Marketing aspects of consolidation of higher education institutions

- Jan Walczak M.Sc.

The article provides a description of good practice in connection with the completed consolidation of two higher education institutions – the Lower Silesian College of Enterprise and Technology in Polkowice and the Copper Belt Technical College in Lubin into the Jan Wyżykowski University with its seat in Polkowice and a Branch Faculty in Lubin. This process began in autumn of 2015 and was brought to completion by the decision of the Minister of Science and Higher Education. The author points to image implications and marketing challenges, discusses the rebranding process (new logo and name as well as the actions this entailed). The article also deals with the creation of a new website, actions within interconnected social media, the ongoing billboard and media advertising campaign. Several difficulties that promotion department staff of are faced with in connection with the consolidation process of two higher education establishments were identified by the author, which include building a brand from scratch and communicating with staff with respect to the planned and implemented changes.

Jan Walczak, M.Sc., Jan Wyzykowski University, Poland – doctoral student, senior Promotions and Publishing House specialist in Jan Wyżykowski University. Graduate of political science with a specialisation in political marketing; of Polish philology, specialising in journalism, and of post-graduate studies in the field of public image communication and creation. Former “Gazeta Lubuska” journalist. Co-author of the monography: Polkowice – historia współczesna 1945–2010 [Polkowice – A Contemporary History 1945–2010] (Polkowice, 2012). Author of scientific articles on issues related to the image of local governments and contemporary Polish-Czech relations. The editorial secretary of “Zeszyty Naukowe DWSPiT. Studia z Nauk Społecznych”.

DOI: 10.14611/minib.25.09.2017.10
Contact: j.walczak(at)ujw.pl
MINIB, 2017, Vol. 25, Issue 3

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