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

Ryńca Radosław, Suropek Piotr

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2020

z. 144

419--428

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.