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Marketing of Higher Education: Future Challenges

100%

Domański T.

Management and Business Administration. Central Europe

2014

vol. 22

issue 4

118-132

Purpose: The aim of the study is to analyse marketing challenges facing Polish public universities. Polish universities must urgently adjust their educational offers to deep declines in internal demand and to increased internationalisation of the educational market. The author explores the impact of management decentralisation in faculties of higher education institutions upon their market orientation, relationships with the external world and commercialisation of educational services targeting foreign students. Methodology: The study is based mostly on direct observations and an extensive review of international literature devoted to the model of the university of the future and its relationships with the environment. The author has been lecturing on marketing for many years; he also manages educational business programmes at a large public university in Poland where he acts in the capacity of a dean. Findings: Future universities should develop an array of services based on the relationship marketing with key strategic partners (business, local authorities, students and graduates). The idea of a modern educational service should be based on an individual approach to students expanded with complementary services. Educational services should be developed interactively in cooperation with key stakeholders. Practical implications: Polish public universities should become more marketing oriented and develop a set of commercial educational services addressed to foreign students and to entrepreneurial and internationally-oriented Polish students . Originality/value: Conclusions formulated by the author result from his long personal experience and knowledge of the specificity of the educational market in Poland and across the world and his experience in managing an interdisciplinary faculty of a large public university. The interdisciplinary approach to the subject combines elements of the relationship marketing and interactive development of new educational services.

Proces wyboru polskiej uczelni przez studentów zagranicznych. Studium przypadku studiów International Marketing

58%

Domański T.

Marketing i Rynek

2022

issue 7

3-14

The aim of this paper is to provide an evidence-based picture - based on the results of qualitative research conducted in 2021 by means of in-depth interviews - of the decision making process of international students when choosing Polish public universities as a place where they want to study. The research focused on International Marketing course taught in English at the Department of International Marketing and Retailing at the University of Łódź. It covered mainly students from the former USSR countries, with an emphasis on Ukrainian students. The subject of the analysis was the factors behind the choice of a foreign university, including the role played by external recruitment agencies and the staff of the University of Łódź International Relations Office. A clear dominance was observed of the word-of-mouth marketing in making such decisions.

Celem artykułu jest ukazanie - na podstawie wyników badań jakościowych prowadzonych metodą wywiadów pogłębionych online w 2021 r. - procesu podejmowania decyzji o wyborze polskiej uczelni publicznej przez studentów zagranicznych. Przedmiotem badań były anglojęzyczne studia International Marketing prowadzone przez Katedrę Marketingu Międzynarodowego i Dystrybucji na Uniwersytecie Łódzkim. Badaniami objęto głównie studentów z krajów byłego ZSRR, z naciskiem na studentów ukraińskich. Przedmiotem analizy były czynniki decydujące o wyborze uczelni zagranicznej, w tym także rola zewnętrznych firm rekrutacyjnych oraz pracowników Biura Współpracy z Zagranicą łódzkiej Uczelni. W badaniu stwierdzono wyraźną dominację roli marketingu szeptanego w podejmowaniu tego typu decyzji.

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1 Management and Business Administration. Central Europe

1 Marketing i Rynek

2 Domański T.

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1 2014

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Marketing of Higher Education: Future Challenges

Proces wyboru polskiej uczelni przez studentów zagranicznych. Studium przypadku studiów International Marketing