Czynniki wpływające na wybór orientacji
marketingowych szkół wyższych w Polsce

Autor

DOI:

https://doi.org/10.56652/ejmss2022.2.8

Słowa kluczowe:

szkoły wyższe, orientacja marketingowa, zintegrowany model marketingowy

Abstrakt

Głównym celem artykułu jest propozycja zintegrowanego modelu marketingowego szkoły wyższej. Model ten omawiany jest przez pryzmat czynników wpływających na wybór działań marketingowych podejmowanych przez szkoły wyższe. Zbiór tych działań umożliwia identyfikację określonej orientacji marketingowej szkół wyższych. W związku z powyższym orientacja marketingowa rozumiana jest jako zbiór działań marketingowych o określonej intensywności, ukierunkowanych na zaspokojenie potrzeb różnych grup interesariuszy. Transpozycja takiego rozumowania na instytucje szkolnictwa wyższego pozwala na zdefiniowanie orientacji marketingowej jako procesu identyfikacji, oceny i ewaluacji czynników w odniesieniu do celów i pozycji uczelni w zakresie przyszłych potrzeb grup interesariuszy oraz zdolności do odpowiadania na nie poprzez podejmowanie odpowiednich działań. Transpozycja ta stwarza więc pole do wyróżnienia różnych typów orientacji marketingowej szkół wyższych w Polsce.

Bibliografia

Alessandri, S. W., Yang, S. U., & Kinsey, D. F. (2006). An Integrative Approach to University Visual Identity and Reputation. Corporate Reputation Review, 9(4). https://doi.org/10.1057/palgrave.crr.1550033

Almurshidee, K. A. (2017). The Implementation of TQM in Higher Education Institutions in Saudi Arabia: Marketing Prospective. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 17(A1), 1-7.

Anctil, E. (2008). Market driven versus mission driven. ASHE Higher Education Report:Selling Higher Education, 34(2), 1-121.

Asaad, Y., Melewar, T. C., Cohen, G., & Balmer, J. M. T. (2013). Universities and export market orientation: An exploratory study of UK post-92 universities. Marketing Intelligence and Planning, 31(7), 838-856. https://doi.org/10.1108/MIP-01-2013-0007

Bugandwa Mungu Akonkwa, D. (2009). Is market orientation a relevant strategy for higher education institutions?: Context analysis and research agenda. International Journal of Quality and Service Sciences, 1(3), 311-333. https://doi.org/10.1108/17566690911004230

Calma, A., & Dickson-Deane, C. (2020). The student as customer and quality in higher education. International Journal of Educational Management, 34(8), 1221-1235. https://doi.org/10.1108/IJEM-03-2019-0093

Cichoń, S. (2012). Szkoła wyższa na rynku usług edukacyjnych. Kwartalnik Ekonomistów i Menedżerów, 25(3), 11-27. https://doi.org/10.5604/01.3001.0009.6268

Conway, T., Mackay, S., & Yorke, D. (1994). Strategic planning in higher education: Who are the customers? International Journal of Educational Management, 8(6), 29-36. https://doi.org/10.1108/09513549410069202

Cubillo, J. M., Sánchez, J., & Cervio, J. (2006). International students’ decision-making process. International Journal of Educational Management, 20(2), 101-115. https://doi.org/10.1108/09513540610646091

Durkin, M., McKenna, S., & Cummins, D. (2012). Emotional connections in higher education marketing. International Journal of Educational Management, 26(2), 153-161. https://doi.org/10.1108/09513541211201960

Emery, C., Kramer, T., & Tian, R. (2001). Customers vs. products: Adopting an effective approach to business students. Quality Assurance in Education, 9(2), 110-115. https://doi.org/10.1108/09684880110389681

Emiliani, M. L. (2005). Using kaizen to improve graduate business school degree programs. Quality Assurance in Education, 13(1), 37-52. https://doi.org/10.1108/09684880510578641

Gibbs, P., & Murphy, P. (2009). Implementation of ethical higher education marketing. Tertiary Education and Management, 15(4), 341-354. https://doi.org/10.1080/13583880903335472

Guilbault, M. (2016). Students as customers in higher education: reframing the debate. Journal of Marketing for Higher Education, 26(2), 132-142. https://doi.org/10.1080/08841241.2016.1245234

Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338. https://doi.org/10.1108/09513550610669176

Hesketh, A. J., & Knight, P. T. (1999). Postgraduates’ Choice of Programme: Helping universities to market and postgraduates to choose. Studies in Higher Education, 24(2), 151-163. https://doi.org/10.1080/03075079912331379858

Ho, H. F., & Hung, C. C. (2008). Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis. International Journal of Educational Management, 22(4), 328-340. https://doi.org/10.1108/09513540810875662

Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276-282. https://doi.org/10.1108/09513540110401484

Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288-299. https://doi.org/10.1108/09513540810875635

Kamal Basha, N., Sweeney, J. C., & Soutar, G. N. (2020). Evaluating students’ preferences for university brands through conjoint analysis and market simulation. International Journal of Educational Management, 34(2), 263-278. https://doi.org/10.1108/IJEM-11-2018-0359

Lewison, D., & Hawes, J. (2007). Student Target Marketing Strategies for Universities. Journal of College Admission, (196), 14-19.

Majercakova, M., & Madudova, E. (2016). Competition, strategy and critical attributes in higher education in the Slovak republic. In 2016 15th International Conference on Information Technology Based Higher Education and Training (ITHET). IEEE. https://doi.org/10.1109/ITHET.2016.7760708

Maringe, F. (2005). Interrogating the crisis in higher education marketing: The CORD model. International Journal of Educational Management, 19(7), 564-578. https://doi.org/10.1108/09513540510625608

Maringe, F., & Foskett, N. (2019). Introduction: Globalization and Universities. In F. Maringe and N. Foskett (Eds.). Globalization and Internationalization in Higher Education (pp. 1-14). Bloomsbury Academic. https://doi.org/10.5040/9781350091122.ch-0001

Mogaji, E. (2016). Marketing strategies of United Kingdom universities during clearing and adjustment. International Journal of Educational Management, 30(4). https://doi.org/10.1108/IJEM-11-2014-0147

Musingafi, M., Zebron, S., Chimbwanda, F., & Chaminuka, L. (2014). Applying the Marketing Concept to School Management in Zimbabwe. Journal of Education and Practice, 5(39), 25-28.

Naudé, P., & Ivy, J. (1999). The marketing strategies of universities in the United Kingdom. International Journal of Educational Management, 13(3), 126-136. https://doi.org/10.1108/09513549910269485

Newman, C. M. (2002). The current state of marketing activity among higher education institutions. Journal of Marketing for Higher Education, 12(1), 15-29. https://doi.org/10.1300/J050v12n01_02

Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311. https://doi.org/10.1108/EUM0000000005909

Nicholls, J., Harris, J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing higher education: The MBA experience. International Journal of Educational Management, 9(2), 31-38. https://doi.org/10.1108/09513549510082369

Piróg, D. (2014). Konkurowanie uniwersytetów na rynku usług edukacyjnych w warunkach kryzysu gospodarczego i nasilających się trudności tranzycji absolwentów. Studies of the Industrial Geography Commission of the Polish Geographical Society, 28, 115–128. https://doi.org/10.24917/20801653.28.7

Ramachandran, N. T. (2010). Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products. International Journal of Educational Management, 24(6), 544-556. https://doi.org/10.1108/09513541011067700

Shima, B., & George, B. (2014). Strategies for the Development of Internal Marketing Orientation in the Private High Education Institutions in Albania. Academic Journal of Interdisciplinary Studies, 3(3), 393. https://doi.org/10.5901/ajis.2014.v3n3p393

Soutar, G. N., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis. International Journal of Educational Management, 16(1), 40-45. https://doi.org/10.1108/09513540210415523

Trim, P. R. J. (2003). Strategic marketing of further and higher educational institutions: Partnership arrangements and centres of entrepreneurship. International Journal of Educational Management, 17(2), 59-70. https://doi.org/10.1108/09513540310460252

Opublikowane

16-04-2024

Jak cytować

Mrzygłocka-Chojnacka, J., & Ryńca, R. (2024). Czynniki wpływające na wybór orientacji
marketingowych szkół wyższych w Polsce. European Journal of Management and Social Science, 3(2), 33–37. https://doi.org/10.56652/ejmss2022.2.8

Podobne artykuły

Możesz również Rozpocznij zaawansowane wyszukiwanie podobieństw dla tego artykułu.