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The use of video marketing in the communication strategy of business universities
Mirosława Pluta-Olearnik1, Alisa Hasiak2
1 Department of Marketing, Wroclaw University of Economics and Business,
Komandorska 118/120, 53-345 Wrocław, Poland
2 Faculty of Management, Wroclaw University of Economics and Business,
Komandorska 118/120, 53-345 Wrocław, Poland
1 E-mail: miroslawa.pluta-olearnik@ue.wroc.pl
ORCID: 0000-0002-5719-4710
2 E-mail: alisa.hasiak@umw.edu.pl
ORCID: 0009-0002-1037-8720
DOI: 10.2478/minib-2024-0021
Abstract:
This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.
MINIB, 2024, Vol. 54, Issue 4
DOI: 10.2478/minib-2024-0021
P. 49-64
Published December 16, 2024
The use of video marketing in the communication strategy of business universities
Mirosława Pluta-Olearnik is a full professor at the Wroclaw University of Economics and Business. She is a professor of economics, service management, marketing. She is the author of a number of books, including Marketing Usług [Marketing of Services] and Marketing przedsiębiorstw usługowych w procesie internacjonalizacji [Marketing of service enterprises in the internationalization process]. She is also the author of numerous research papers and a moderator of discussions at conferences in the fields of economics, management, and marketing.
Alisa Hasiak is a graduate of the Management Faculty at the University of Economics in Wrocław (2024). She is interested in the field of creative communication, internet marketing, and public relations. She developed her interests during her studies and prepared her master thesis in cooperation with the Marketing Department in 2024. She is currently developing professionally in the field of rankings and scientific communication, working as a specialist at the Wroclaw Medical University, where she promotes scientists and popularizes science.