Student as a beneficiary of internship programs funded by the European Union

Requirements for university graduates defined by employers in times of dynamic changes and challenges of the market, the need to adapt the knowledge, skills and competences of students and graduates to the needs of companies constitute new challenges for universities in the area of cooperation with business.
The student is becoming more and more often the beneficiary of internship projects financed from various sources, not just with companies’ own funds, but also supported with funds from the European Union. The article presents the perspective of the student as a direct beneficiary of internship projects carried out by universities and employers … 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 »

Marketing management of a non-public university

2005 was the peak year for the university sector.Nearly 2 million students attended Polish universities, and the favourable trend has continued uninterrupted for 15 years.Such a high demand for knowledge also resulted in a strong growth in the number of universities.However, since 2006 the number of students has begun to fall, and taking into account the demographic data it should be assumed that this trend will continue in the years to come.

Research conducted for the Ministry of Science and Higher Education indicates that the methods of university management in Poland are outdated in comparison with global solutions.This is because … Czytaj więcej »

The image of universities from the point of view of students and high school graduates

In this article the most important results and conclusions from two surveys are presented. The first one is an internal survey conducted among the students of the University of Wrocław. The second one is a survey conducted among students of final grades of high schools located in Wrocław. Both surveys were conducted in the years 2007-2009 on the territory of Wrocław. Taking into consideration the purposes of this work, we will focus just on the most significant results and conclusions from the conducted surveys. Full set of data is available in a book discussing the results of a survey on … Czytaj więcej »

Educational fairs as a form of promotion of higher education institutions

The upcoming decline in birth rates combined with increasing numbers of high school leavers deciding to study abroad force Polish universities to engage in intense marketing activities. Educational fairs are one of the instruments allowing for effective communication with future students. However, in order to take full advantage of the participation in educational fairs, universities need to be well prepared by applying the rules of exhibition marketing and taking into account the specific character of educationoriented exhibition events. The main goal of this paper is to identify the characteristic features of educational fairs. A good understanding of the character of … 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 »

A concept of student relationship management in higher education

The paper will present a novel marketing concept for relationship management in higher education and a justification of its application based on the specific character of educational services. The definitions of relationship and relationship management in higher education will be given. The paper will highlight the key relationships that should be built by an educational institution with special emphasis placed on students as a school’s most important clients. The paper will proceed to elaborate on the concept of loyalty as the aim of building sustainable relationships with students and its specificity due to the special nature of the educational environment. … Czytaj więcej »