Marketing determinants of the choice of field of studies

- Michał Kucharski PhD., Professor Romuald Szopa, Piotr Halemba PhD.

  Considerations presented in this article are aimed at giving an answer to the following research question – Which elements of universities’ marketing activity influence the acquisition of students the most? The presented research question arises from the goal defined for the research which involved finding clues concerning the way of conducting marketing activities enabling the acquisition of a number of new students satisfying the strategy of a university. Additionally, the answer to the question formulated this way will be juxtaposed with new reality of the functioning of universities in Poland, which is associated with changes introduced by the Ministry of Science and Higher Education in the academic year 2016/2017. Own research was conducted on the group of almost all people (96%) who started studying at the Faculty of Sports and Tourism Management of the Academy of Physical Education in Katowice in the academic year 2016/2017. The obtained data show that among the marketing activities conducted by universities, promotion was the strongest incentive encouraging students to choose a particular university.

Michał Kucharski, Ph.D., Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland – Scientific-didactic employee of the Department of Sports Management at the Academy of Physical Education in Katowice and at the same time a graduate of the university. Additionally, he graduated from the University of Economic in Katowice and earned the academic degree of doctor at the  Faculty of Management of Częstochowa University of Technology. He used to work in a sports marketing agency. He has written numerous publications concerning marketing and a book devoted to sports marketing.

Professor Romuald Szopa, Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland – He works as a full professor in the Academy of Physical Education in Katowice. He is the director of the Department of Management and the Department of Management Support Methods. His scientific interests are focused on the application of broadly understood mathematical and statistical methods in management. He has published numerous scientific papers concerning, among others, statistical analysis and forecasting for the tourist market. he is the author of several textbooks for students showing the practical application of mathematics in management sciences.

Piotr Halemba, Ph.D., Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland – The head of the Department of Sports Management of the Academy of Physical Education in Katowice, for many years worked as an associate dean at the Faculty of Sports and Tourism Management. Specialized in theory and practice of management. He has written numerous scientific articles and monographs, including works on the subject of marketing.

DOI: 10.14611/minib.25.09.2017.11
Contact: m.kucharski(at)awf.katowice.pl
MINIB, 2017, Vol. 25, Issue 3

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