Evaluation of selected online image-building activities by Polish universities

The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related, communication, and marketing purposes. Based on our own analyses and desk research, we listed and then compared selected image-related activities carried out online by the higher education institutions rated as Poland’s top universities in the “Perspektywy Ranking”. We also extended our analysis to the universities rated as the world’s top universities, selected based on the Webometrics ranking, and identified a clear difference in trends. The online tools listed in this paper were evaluated in terms of their impact on the position of the higher education institutions in the education market.

Agnieszka Marzęda — PhD, is an Assistant Professor at the Department of Journalism, Information and Book Studies at the University of Warsaw and an expert on communication. She has experience in management, PR and marketing. Publishing manager at London Wall Publishing. Expert for the National Centre for Research and Development (NCBiR), leader of the legislative group of the Sectoral Council for Marketing Communication and Secretary of Car of the Year Polska. Member of International Communication Association (ICA), the Polish Public Relations Association, the Polish Society of Social Communication and the Polish Scientific Society of Marketing.

Dariusz Tworzydło PhD, DSc, is an Associate Professor at the University of Warsaw and an expert on Public Relations. President of the Association of Public Relations Agencies, and head of the Department of Social Communication and Public Relations at the Department of Journalism, Information and Book Studies at the University of Warsaw. Former President of the Polish Public Relations Association and member of the Public Relations Ethics Council. The author of more than 250 research articles, commentaries, reports, analyses, and expert studies.

DOI: 10.2478/minib-2021-0009
Kontakt: agnieszka@marzeda.pl, dariusz@tworzydlo.pl
MINIB, 2021, Vol. 40, Issue 2

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