Marketing determinants of the choice of field of studies

  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 … Czytaj więcej »

Possibilities and limitations of using the customer experience management concept by universities


Managing an institution of higher education requires the use of methods that are appropriate to the changing market environment. One of the relatively new management concepts, which may find its application in the educational environment is the concept of customer experience management (Customer Experience Management). This article attempts to examine the possibility of its use in higher education, taking into account the related opportunities and barriers.

Professor Zygmunt Waśkowski, Ph.D., Poznań University of Economics, Poland (Department of Marketing Strategies). Author of about 100 publications on the subjects of relationship marketing, strategic marketing, management and marketing in sports. The initiator and Czytaj więcej »

The internationalisation of marketing in the education and research sector

M Pluta Olearnik

 

A growing number of entities operating in the Polish sector of higher education and science and research aspire to have an active presence in foreign markets and even in the global market. This presence must be accompanied by thoughtful marketing strategies using effective marketing tools. The aim of the article is to indicate the possibility of using the knowledge of international marketing to increase the efficiency of the entities of the Polish sector of education and research. Particular attention was paid to the intercultural nature of the international marketing, especially in relation to the system to communicate with foreign … Czytaj więcej »

Cooperation of universities as an element of support for innovation in regions

The transfer of knowledge and technology from the scientific environment to the industry is most beneficial for the creation of a good atmosphere for the development of science. The socio-economic growth of Poland opens new opportunities to us and allows us to think what could be done to help Polish science keep up with the best. Even though in the recent years there have been initiatives aimed at stimulating positive changes in this area, the scale of transfer of knowledge from science to business is still unsatisfactory. Large number and small size of institutions as well as the failure to … Czytaj więcej »

Research institutes and scientific-industrial centres in the context of innovative economy in light of experiences of the Institute of Innovative Technologies EMAG

The main tasks of the leading scientific centres in Poland, that is, universities, scientific institutes of the Polish Academy of Sciences and research institutes are discussed. On the example of the Institute of Innovative Technologies EMAG changes adapting its role and tasks to the market environment has been shown. In short the genesis of EMAG and its 37 years of work – at the beginning as a research and development unit, recently as a research institute – is shown. Changes in approach to statutory activities and market activities in the aspect of the act on research institutes and trends in … Czytaj więcej »

Concept for perfecting the marketing of new technologies at Gdansk University of Technology

Many contemporary universities, including those in Poland, focus primarily on their teaching and research-scientific activities, and pay little attention to the needs of economic practice and the market. There is a small group of people of science who understand and implement in practice the economic mission of universities and research and scientific units, as key providers of new ideas in the knowledge-based economy which is gaining importance day by day. Many scientists focus merely on the statutory activities of the institutions employing them, which are now generally limited to educating and scientific research. To some extent, this results from statutory … Czytaj więcej »

Polish academic institutions in social media

Social media are nowadays commonly used by universities to communicate, collaborate, share knowledge and build relationships with candidates, currently enrolled students, alumnus and other stakeholders. However, previous researches focus mainly on the use of social media for marketing purposes of companies. Very little attention is paid to a specific group of organizations i. e. universities. The objective of the research presented in the article is the identification of the existing trends of using social media as a communication tool between the university and its main stakeholders – the students. The research covered the activity of public universities (in Poland) on … Czytaj więcej »