Outer image of university in the role of employer as the base of segmentation of young potential employees


In the article problems of outer image of university as employer are presented. In the theoretical part the gap of knowledge in this scope is identified. It must be underlined that employer image is analysed relatively more seldom than product image or offeror image. It is presented rather in the case of enterprises not in the case of universities. The lack of publications and researches is especially visible in the relation to the perceiving of university in the role of employer by participants of outer labour market. That’s why in the empirical part of this article prepared on the base … Czytaj więcej »

Marketing communication of airports as a factor determining the choice of airport by polish and foreign passengers


In the contemporary economy an important aspect of functioning of every organization is the efficiency of conducted communication activities. They play a key role in the process of creating the desired image of an organization, which influences the purchasing decisions of consumers, including the choice of airport by passengers. The factors determining positive and negative opinions of passengers about airports should be a plane for the search for unique values (benefits) for particular airports, which will allow to distinguish the offer of an airport on an ever more competitive transport market. The article presents factors which influence the formation of … Czytaj więcej »

Crisis management procedures and tools based on qualitative research

Dariusz TworzydloSelected procedures and tools that are used in crisis situations will be presented in this article. This presentation will be based on the results of qualitative research as well as the analysis of entries in selected reference literature that discuss the issue of preparing for crises and crisis management. The article aims to show that limited but effective crisis management is possible when it arrives but a far better approach is preparing the organisation for the eventuality of a crisis situation in a manner that facilitates reaction. However, effectiveness should be examined in two aspects in this case, firstly, preventing … Czytaj więcej »

Perception of the university as an employer among young potential employees

agnieszka barukThe article is theoretical-empirical in character. It presents issues associated with the external image of the university as an employer. In the theoretical part the views of various researchers presented in literature on the subject, concerning among others the employer’s image and its determinants, are analysed. It is emphasized that up till now the aspects of image (including aspects associated with the external image) in case of universities as one of key service providers serving an important function in the society haven’t been analysed too much. In the empirical part of the article based on the results of primary research … Czytaj więcej »

Reputation Management for Scientific Organisations – Framework Development and Exemplification

Reputation management deals with establishing, maintaining and strengthening a positive reputation for an object in order to build trust, commitment and lasting relationships. Positive reputation is considered a major intangible asset of companies as it contributes to their value creation. Reputation and reputation management, therefore, are well-established perspectives in marketing theory. This paper examines reputation in matters of scientific organisations. Drawing on conventional (commercial marketing) models of reputation management and derived characteristics of scientific organisations, a modified framework is deduced, named the Scientific Organisations Reputation Model (SORM). As this model widely fits the specific requirements of this type of organisation … Czytaj więcej »

Work perceiving by employees and its consequences

agnieszka barukIn the article the problems of work perceiving by employees of scientific organizations in the context of marketing orientation rules were presented. It has the theoretical-empirical character. The following research goals were to be gained: identifying the way of work perceiving by respondents; defining the potential dependences between the way of work perceiving (especially its stress dimension) and chosen aspects of professional life. 4 research hypotheses were to be verified. In the empirical part the results of the field researches were presented. To analyse gathered field data the method of correspondence analysis was used. It allowed to gain the research … Czytaj więcej »

The significance of a university for the development of local administration on the example of Polkowice, one of the richest communes in Poland

Jan_Walczak_1In this article the author discusses the image of a non-public university in the context of the imageof the local government which functions on the territory where the university is located. The author discusses the mutual influence of both entities and the resulting benefits. In order to illustrate the subject the example has been taken of one of the richest and best-developing local governments in Poland – the Community of Polkowice – which in 2002 decided to establish its own university together with the District (poviat) of Polkowice. The university is financed to a large extent, which is probably an … Czytaj więcej »

Success factors and limitations of efficient internal communication

The article covers the key issues of internal communication within an organization. It highlights the benefits of implementation of transparent communication principles for a company. It identifies objectives and presents selected communication tools. In the article, also guidelines for carrying out research in the context of development of an internal communication strategy can be found. Selected research areas of the process of planning and implementation of strategic assumptions have been presented. Factors limiting effective implementation of an internal communication strategy have been discussed.

Dariusz Tworzydło, Ph.D. – Chairman of the Institute for Information Society Development, Poland, and Chief Executive Officer Czytaj więcej »

Visual identification and its role in shaping brand awareness and marketing communication

Every scientific and research institution can be treated as a provider of services carrying out research and development projects or running educational activities and as such is subject to the same mechanisms of market competition as a „model” company. An institution of this kind can create a recognizable brand and can convince its clients that they are buying something exceptional. Strong brands excel on a crowded market, they help consumers choose from a whole spectrum of options and emphasize the essential value of the service – by raising trust they provide clients with what they expect. In the process of … Czytaj więcej »

Image development in the Internet – opportunities and threats

The paper discusses issues related to communication via the Internet in the process of building an organization’s image. The authors focus on the preparatory actions and strategic decisions that need to be taken so that long-term communication with Internet users could lead to expected results. The authors also point out to possibilities and ways of using the available tools and present in the selected case studies successful image-enhancing actions. When on 1 January 1983 a decision was taken to merge the ARPAnet and CSNET, giving rise to the Internet, hardy anyone realised the world was about to change beyond recognition. … Czytaj więcej »

Building an image of a higher education institution as an instrument of mega marketing

The image of a higher education institution is regarded by the author as a fundamental factor of competitive advantage in the modern education marketplace. A specific character of the modern education market is shaped by a range of rather negative for higher education trends, including first of all the declining birth rates and high unemployment among university graduates with employers seemingly less and less interested in offering jobs to them. This situation poses a real threat to the existence and development of higher education, particularly for private universities. Also, it forces universities to seek competitive advantage in the education market. … Czytaj więcej »

Positive image of university and local government – common cause

In this article the author discusses the image of a non-public university in the context of the image of the local government which functions on the territory where the university is located. The author discusses the mutual influence of both entities and the resulting benefits. In order to illustrate the subject the example has been taken of one of the richest and best-developing local governments in Poland – the Community of Polkowice – which in 2002 decided to establish its own university together with the District (poviat) of Polkowice. The university is financed to a large extent, which is probably … Czytaj więcej »

Social campaigns concerning work safety in the context of social responsibility of business in Poland

Social responsibility (Corporate Social Responsibility – CSR) has been defined by the European Commission as the concept of voluntary inclusion of social goals and goals associated with the protection of environment in normal company business activities and relations with all interested partners. According to the assumptions, a responsible entrepreneur treats clients, business partners and competition in an honest way, cares for the health, safety, security and good disposition of employees, motivates employees by offering them training and opportunities for development, acts like a „good citizen” in the local community, and respects natural resources and the environment. One of important elements … Czytaj więcej »

Social media as an effective tool for creating and building an employer brand

Social media can be an effective tool for creating and building an effective image of an organisation as a trustworthy employer both inside and outside the company.
The author has examined the use of social marketing channels by academic institutions. She asked about the role of this communication tool, undertaking the challenge to use social media as a tool for cross-marketing, employer experience of branding through social media. She has also examined employers’ knowledge of what and on which channels employees and “ambassadors” post about their company. Overwhelmingly, the response was obtained “no”, which shows that social media are a … Czytaj więcej »