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Factors influencing the choice of marketing activities at a higher education institution in the context of postgraduate studies

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Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Purpose: The purpose of the paper is to identify factors influencing marketing activities undertaken in the context of postgraduate studies. It addresses issues of undertaking marketing activities in this respect. Design/methodology/approach: Objectives were achieved by the use of surveys, which were carried out at a public and private higher education institution among the managers of postgraduate studies in the field of management sciences. Findings: The authors identified factors that could affect the choice of marketing activities, as well as assessed their significance based on interviews and surveys. Originality/value: The authors identify factors influencing the marketing activities undertaken in the context of postgraduate studies.
Rocznik
Tom
Strony
419--428
Opis fizyczny
Bibliogr. 20 poz.
Twórcy
  • Wrocław University of Science and Technology, Faculty of Computer Science and Management, Wrocław
  • Wrocław University of Science and Technology, Faculty of Computer Science and Management, Wrocław
Bibliografia
  • 1. Białoń, L. (2012). Budowanie wizerunku szkoły wyższej jako mega narzędzia marketing, Marketing Instytucji Naukowych I Badawczych, 3, pp. 367-385.
  • 2. Brown, C., Varley, P., and Pal, J. (2009). University course selection and services marketing, Marketing Intelligence and Planning, 27, 3, pp. 310-325.
  • 3. Dibb, S., and Simkin, L. (2001). Marketing Segmentation, Industrial Marketing Management, 30, pp. 609-625.
  • 4. Dibb, S., Simkin, L., and Wilson, D. (2008). Diagnosing and treating operational and implementation barriers in synoptic marketing planning, Industrial Marketing Management, 37, pp. 539-553.
  • 5. Domański, T. (2012). Marketing szkół wyższych – nowe wyzwania strategiczne, Problemy Zarządzania, Finansów i Marketingu, 24, pp. 173-183.
  • 6. Ho, H., and Hung, C. (2008). Marketing mix formulation for higher education, International Journal of Educational Management, 22, 4, pp. 328-340.
  • 7. Kalenskaya, N.V. (2015). Marketing Strategy of Higher Education Institutions, Mediterranean Journal of Social Sciences, 6, 1, pp. 146-150.
  • 8. Mazzarol, A. (1998). Critical success factors for international education marketing, International Journal of Educational Management, 12, 4, pp. 163-175.
  • 9. Nafari, J., and Ghaffari, S. (2017). Through the Looking Glass: Analysis of Factors Influencing Iranian Student’s Study Abroad Motivations and Destination Choice, SAGE Open, 7, pp. 1-19.
  • 10. Orczykowska, A. (2006). Szkolnictwo wyższe, a wymagania rynku pracy, Nauka i Szkolnictwo Wyższe, 2, pp. 49-64.
  • 11. Poteralski, J. (2013). Ogólnopolskie badania ankietowe słuchaczy studiów podyplomowych, Zachodniopomorska Szkoła Biznesu w Szczecinie.
  • 12. Rashid, T., and Raj, R. (2006). Customer Satisfaction: Relationship Marketing in Higher Education E-learning, Innovative Marketing, 2, pp. 24-34.
  • 13. Rudzki, R. (1995). The application of a strategic management model to the internationalization of higher education institutions, Higher Education, 29, pp. 421-441.
  • 14. Ryńca, R., and Miśko, R. (2016). Ocena wizerunku uczelni z uwzględnieniem instrumentów public relations na przykładzie szkół wyższych, Finanse, Rynki Finansowe, Ubezpieczenia, 4, pp. 223-237.
  • 15. Sarkane, G., and Sloka, B., and RISEBA, (2015). Factors Influencing the Choice of Higher Education Establishment for Marketing Strategies of Higher Education, Economics and Business, 27, pp. 76-80.
  • 16. Shah, M., Nair, C.S., and Bennett L. (2013). Factors influencing student choice to study at private higher education institutions, Quality Assurance in Education, 21, 4, pp. 402-416.
  • 17. Soutar, G.N., and Turner, J.P. (2002). Students’ preferences for university: a conjoint analysis, The International Journal of Educational Management, 16, pp. 40-45.
  • 18. Thomas, H. (2007). An analysis of the environment and competitive dynamics of management education, Journal Management Development, 26, 1, pp. 9-21.
  • 19. Veloutsou, C., Lewis, J.W., and Paton, R.A. (2004). University selection: information requirements and importance, The International Journal of Educational Management, 18, 3, pp. 160-171.
  • 20. Zimny, A. (2009), Profil potencjalnych kandydatów na studia podyplomowe, Polish Journal of Continuing Education, 4, pp. 68-74.
Uwagi
Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-d6666ceb-62bf-40c8-b6a8-8e0adca73887
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