How to effectively promote universities and research institutes in the network? Psychological mechanisms of e-marketing effectiveness.

- Wolski Karol, Ph.D.

karol wolskiUniversities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has reached also the area of science, where more and more often the fight for students and money for scientific research takes place. Competition among science institutions is additionally stimulated by demographic factors – the gradual aging of the European society. As data from the Central Statistical Office show, the number of peopled aged 19-24 in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. The reduction of the number of young people will substantially boost competition between universities. Their success, similarly as success in business will depend to an ever greater extent on the quality of conducted marketing activities. Education and research have become a product which, just like any other product, has to „fight” for the client.

Karol Wolski, Ph.D., Jagiellonian University of Krakow, Andrzej Frycz Modrzewski Krakow University, Poland – organization psychologist, business coach, entrepreneur and lecturer at International Business Studies and Faculty of Psychology at Andrzej Frycz Modrzewski Kraków University and at the Jagiellonian University. He has worked as a coach for over 6 years. He is specialized in workshops in the area of application of psychology in business. In his work he combines scientific approach with business experience. Currently, he is working on a doctoral thesis concerning psychological conditions of the engagement of employees in social media. He participated in an interdisciplinary programme of doctoral studies Society – Enviroment – Technology. He gained knowledge from the area of business psychology and data analysis also during scholarships abroad – at the University of Michigan and University of Lisbon. During his work at universities he conducted classes in the area of statistics, research methodology, psychometrics and operating statistical software (over 900h of workshops).

DOI: 10.14611/minib.16.02.2015.07

Contact: wolski.karol(at)

MINIB, 2015, Vol. 16, Issue 2
Resize of Open_Access_logo_PLoS_white Available in Open Access.

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