A concept of student relationship management in higher education

- Anna Drapińska, Ph.D.

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. A student relationship management model will be proposed and discussed as comprising three basic stages of the educational services provision: pre-sales, sales and after-sales stages. The model presented may serve as a basis for further theoretical research or may be applied in practice as it is.

Anna Drapińska, Ph.D. – is assistant professor at the Faculty of Management and Economics at the Gdańsk University of Technology. She specializes in marketing of services with an emphasis on professional services. She has authored several dozen publications on this subject. In 2011 she published her book about relationship management in higher education, „Zarządzanie relacjami na rynku usług edukacyjnych szkół wyższych”.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 227/2012
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