Social media in marketing management of higher education institutions in the context of Poland and Ukraine

• Autorzy: Kisiołek Artur , Karyy Oleh , Нalkiv Liubov

Identyfikatory

DOI

10.17512/pjms.2021.24.1.10

Warianty tytułu

PL

Media społecznościowe w zarządzaniu marketingowym uczelni wyższych na przykładzie Polski i Ukrainy

• Języki publikacji: EN

Abstrakty

EN

Social media has become an essential element of communications in modern society. Accordingly, higher education institutions need to adapt their marketing management to modern realities, including social media usage in the marketing communication policy. Therefore, the purpose of the study focused on the research on social media usage in marketing management of higher education institutions is becoming more important. Unlike other researchers, the authors of the present study have conducted a representative survey of marketing managers of Polish and Ukrainian higher education institutions. They have assessed the level of social media usage and investigated the popularity of tools and forms for promoting higher education institutions in social networks. Methods of compiling and grouping data, analysing the structure of the population and its elements distribution and evaluating relationships were used to analyse the survey results. The authors revealed some significant similarities between the respondents’ replies from Poland and Ukraine to prove the proposed hypotheses: marketing service managers of higher education institutions understand the important role of social media; higher education institution marketing managers use the same set of tools for promotion on social networks. The hypothesis that the priority directions of social media usage by marketing managers of higher education institutions are advertising educational services and maintaining contacts with students has not been fully confirmed. Management decisions of Polish higher education institutions primarily aim to attract international students, while Ukrainian institutions seek to establish and maintain contacts with students.

PL

Media społecznościowe stały się istotnym elementem komunikacji we współczesnym społeczeństwie. W związku z tym uczelnie muszą dostosować zarządzanie marketingowe do współczesnych realiów, w tym wykorzystanie mediów społecznościowych w polityce komunikacji marketingowej. Dlatego też coraz większego znaczenia nabiera cel badania skoncentrowanego na badaniu wykorzystania mediów społecznościowych w zarządzaniu marketingowym uczelni. W odróżnieniu od innych badaczy, autorzy przeprowadzili reprezentatywne badanie wśród menedżerów marketingu polskich i ukraińskich uczelni, na podstawie których ocenili stopień wykorzystania mediów społecznościowych, a także zbadali popularność narzędzi i form promocji szkolnictwa wyższego. instytucje w sieciach społecznościowych. Do analizy wyników ankiety wykorzystano metody kompilacji i grupowania danych, analizy struktury populacji i rozmieszczenia jej elementów oraz oceny zależności. Autorzy ujawnili istotne podobieństwa między odpowiedziami respondentów z Polski i Ukrainy, aby udowodnić dwie następujące hipotezy: menedżerowie usług marketingowych uczelni rozumieją ważną rolę mediów społecznościowych; Menedżerowie ds. marketingu instytucji szkolnictwa wyższego używają tego samego zestawu narzędzi do promocji w sieciach społecznościowych. Hipoteza, że priorytetowymi kierunkami wykorzystania mediów społecznościowych przez menedżerów marketingu uczelni wyższych jest reklama usług edukacyjnych i utrzymywanie kontaktów ze studentami nie została w pełni potwierdzona. Decyzje zarządcze polskich uczelni mają na celu przede wszystkim przyciągnięcie studentów zagranicznych, natomiast uczelnie ukraińskie dążą do nawiązania i utrzymywania kontaktów ze studentami.

Słowa kluczowe

EN

e-marketing; higher education institutions; social media; digital technologies

PL

e-marketing; uczelnie; media społecznościowe; technologie cyfrowe

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 24, No. 1
• Strony: 164--182
• Opis fizyczny: Bibliogr. 34 poz., rys., tab.

Twórcy

autor

Kisiołek Artur

• The Great Poland University of Social and Economics in Środa Wlkp., Poland

autor

Karyy Oleh

• Lviv Polytechnic National University, Ukraine

autor

Нalkiv Liubov

• Lviv Polytechnic National University, Ukraine

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