Determinants of building image and reputation of university towards its stakeholders

- Krzysztof Gołata, PhD, Professor Bogdan Sojkin

The aim of the article is describinig the role and place of image and reputation in a university and research institution in the process of competing on the education market. The article presents current views on the scope of these concepts as well as the mutual relations between the image and reputation in business entities. The fundamental importance of university relations with internal and external stakeholders in shaping both image and reputation was pointed out. The second part presents a set of image and reputation determinants in the case of a university. In addition, the role and place of the university rector was emphasized in building the image and reputation of the parent university in the light of Act 2.0.

Krzysztof Gołata, PhD, Poznań University of Economics and Business, Poland — economist, doctor of political sciences. Lecturer in the Department of Economic Publicity and Public Relations at the Poznań University of Economics and Business. For many years an economic journalist. Co-founder and for many years head of the economic department of “Wprost” weekly, editor-in-chief of “Businessman Magazine” (the first Polish economic monthly, editor-in-chief of TV Biznes (the first business channel in Poland). Author of several hundred press articles, TV and radio programmes. Currently, he conducts lectures, exercises and seminars for students in economic journalism, relations of companies and institutions with the media and building the image and reputation of entrepreneurs, companies and institutions. Author and co-author of several dozen scientific articles and popular science books.
ORCID 0000-0001-6468-8076

Professor Bogdan Sojkin, Poznań University of Economics and Business, Poland — professor of economics at the Poznań University of Economics and Business, Head of the Chair of Product Marketing Department at the Faculty of Commodity Science, member of the Commission of Commodities Sciences at the Polish Academy of Sciences, Chair of the Programme Committee of the European Marketing Forum of Scientific and Research Organizations (Warsaw Institute of Aviation), Vice President of the Board of the Polish Handball Federation (from 2006–), member of the Audit Board of the Polish Olympic Committee (2017–2021), Vice President of the Council of the Court of Arbitration of the European Handball Federation (EHF) in Vienna (2016–2021), member of the Central Commission for Academic Degrees and Titles II Economic Sciences Committee (2017–2020). His professional interests and research activity focus on product management, market and marketing research, product quality, marketing information systems and marketing in sports (including R&D work conducted under science grant projects: 2007–2009 the Ministry of Science and Higher Education, 2009–2012 the National Science Centre, 2012–2013 the National Centre for Research and Development). He specialises in commercialisation of R&D results and marketing in sports. Author and co-author of numerous publications including Handel w gospodarce narodowej, PWE, Warszawa 1989; Determinanty konsumpcji żywności. Analiza hierarchiczna, AE, Poznań, 1994; Podstawy marketingu, AE, Poznań, 1996 and 1999; Zarządzanie produktem, PWE, Warszawa 2003; Badania marketingowe. Teoria i praktyka. PWN, Warszawa 2005; Informacyjne podstawy decyzji marketingowych, PWE, Warszawa 2009;
Konsument wobec innowacji produktowych na rynku żywności, UEP, Poznań 2009; Komercjalizacja produktów żywnościowych i jej uwarunkowania, PWE, Warszawa 2012; Zachowania zakupowe i konsumpcyjne mieszkańców Poznania i Wielkopolski, IBRKiK, 2013, Zachowania nabywcze i konsumpcyjne mieszkańców Poznania w latach 2005–2016, IBRKiK, 2017.
ORCID 0000-0001-5468-8638

DOI: 10.2478/minib-2020-0008
MINIB, 2020, Vol. 35, Issue

Tłumaczenie w j. polskim

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