The use of video marketing in the communication strategy of business universities

• Authors: Mirosława Pluta-Olearnik , Alisa Hasiak

Title variants

PL

Wykorzystanie wideo marketingu w strategii komunikacji uczelni biznesowej

Abstracts

EN

This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.

Keywords

EN

higher education institutions; e-marketing; marketing communications; social media; video marketing

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2024
• Volume: 54
• Issue: 4
• Pages: 49-64

Dates

published

2024

Contributors

author

Mirosława Pluta-Olearnik

• Department of Marketing, Wroclaw University of Economics and Business, Wrocław, Poland

• https://orcid.org/0000000257194710

author

Alisa Hasiak

• Faculty of Management, Wroclaw University of Economics and Business, Wrocław, Poland

• https://orcid.org/0009000210378720

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Identifiers

DOI

10.2478/minib-2024-0021

Biblioteka Nauki

59124438