- Domański Tomasz (University of Lodz, Poland)
- Marketing of Higher Education : Future Challenges
- Management and Business Administration. Central Europe, 2014, vol. 22, nr 4, s. 118-132, bibliogr. 46 poz.
- Słowa kluczowe
- Szkolnictwo wyższe, Rynek usług edukacyjnych, Internacjonalizacja, Marketing relacji
Higher education, Education services market, Internationalization, Relationship marketing
- Purpose: The aim of the study is to analyse marketing challenges facing Polish public universities. Polish universities must urgently adjust their educational offers to deep declines in internal demand and to increased internationalisation of the educational market. The author explores the impact of management decentralisation in faculties of higher education institutions upon their market orientation, relationships with the external world and commercialisation of educational services targeting foreign students.
Methodology: The study is based mostly on direct observations and an extensive review of international literature devoted to the model of the university of the future and its relationships with the environment. The author has been lecturing on marketing for many years; he also manages educational business programmes at a large public university in Poland where he acts in the capacity of a dean.
Findings: Future universities should develop an array of services based on the relationship marketing with key strategic partners (business, local authorities, students and graduates). The idea of a modern educational service should be based on an individual approach to students expanded with complementary services. Educational services should be developed interactively in cooperation with key stakeholders.
Practical implications: Polish public universities should become more marketing oriented and develop a set of commercial educational services addressed to foreign students and to entrepreneurial and internationally- -oriented Polish students.
Originality/value: Conclusions formulated by the author result from his long personal experience and knowledge of the specificity of the educational market in Poland and across the world and his experience in managing an interdisciplinary faculty of a large public university. The interdisciplinary approach to the subject combines elements of the relationship marketing and interactive development of new educational services. (original abstract)
- Dostępne w
- Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
- Pełny tekst
- Bienkowska, Dz. and Klofsten, M. (2012). Creating entrepreneurial networks: academic entrepreneurship, mobility and collaboration during PhD education. Higher Education, 64(2): 207-222, DOI: 10.1007/s10734-011-9488-x.
- Broström, A. (2011). The Triple Helix: University-industry-government innovation in action - By Henry Etzkowitz. Papers in Regional Science, 90(2): 441-442, DOI: 10.1111/j.1435-5957.2011.00357.x.
- Clark, G.L., King, M.E. and Jurn, I. (2012). A Tutorial Guide About How to Manage a Client-Financed Project. Journal of Marketing Education, 34(3): 265-283, DOI: 10.1177/0273475312457781.
- Coenen, L. and Moodysson, J. (2009). Putting Const ructed Regional Advantage into Swedish Practice. European Planning Studies, 17(4): 587-604, DOI: 10.1080/09654310802682180.
- Datta, S. and Saad, M. (2011). University and innovation systems: the case of India. Science & Public Policy (SPP), 38(1): 7-17, DOI: 10.3152/030234211X12834251302526.
- De los Santos, G. and Jensen, T. D. (1985). Client sponsored projects: Bridging the gap between theory and practice. Journal of Marketing Education, 7(2): 45-50, DOI: 10.1177/027347538500700207.
- Etzkowitz, H. (2002). Networks of Innovation: Science, Technology and Development in the Triple Helix Era. International Journal of Technology Management & Sustainable Development, 1(1): 7-20.
- Etzkowitz, H. and De Mello, J.M.C. (2003). The rise of a triple helix culture. Innovation in Brazilian economic and social development. International Journal of Technology Management & Sustainable Development, 2(3): 159-171.
- Etzkowitz, H., Ranga, M., Benner, M., Guaranys, L., Maculan, A.-M. and Kneller, R. (2008). Pathways to the entrepreneurial university: towards a global convergence. Science & Public Policy (SPP), 35(9): 681-695, DOI: 10.3152/030234208X389701.
- Etzkowitz, H. and Chunyan, Z. (2006). Triple Helix twins: innovation and sustainability. Science & Public Policy (SPP), 33(1): 77-83.
- Evans, L.A. and Lang, H.R. (2006). Models, strategies, methods for effective teaching. Boston, MA: Allyn & Bacon.
- Feldman, J.M. (2007). The Managerial Equation and Innovation Platforms: The Case of Linköping and Berzelius Science Park. European Planning Studies, 15(8): 1027-1045, DOI: 10.1080/09654310701448162.
- Florida, R. (2000). Competing in the Age of Talent, Quality of Place and the New Economy. Pittsbourgh, PA.: R.K. Mellon Foundation.
- Florida, R., Mellander, Ch.P.A. and Stolarick, K.M. (2010). Talent, technology and tolerance in Canadian regional development. Canadian Geographer, 54(3): 277-304, DOI:10.1111/j.1541-0064.2009.00293.x.
- Geenhuizen van, M. and Soetanto, D.P. (2012). Open innovation among university spin-off fi rms: what is in it for them, and what can cities do? Innovation: The European Journal of Social Sciences, 25(2), 191-207, DOI: 10.1080/13511610.2012.660328.
- Gibbs, P. and Murphy, P.E. (2009). Ethical Marketing of Higher Education: What Might be Done to Encourage its Adoption?. Higher Education Management and Policy, 21(3): 75-90.
- Gibson-Sweet, M., Brennan, R., Foy, A., Lynch, J. and Rudolph, P. (2010). Key issues in marketing education: the marketing educator's view. Marketing Intelligence & Planning, 28(7), 931-943, DOI: 10.1108/02634501011086508.
- Göransson, B., Maharajh, R. and Schmoch, U. (2009). Introduction: New challenges for universities beyond education and research. Science & Public Policy (SPP), 36(2): 83-84, DOI: 10.3152/030234209X406872.
- Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2): 99-113, DOI: 10.1108/08858620410523981.
- Gummesson, E. (2008). Total Relationship Marketing, Marketing Management Relationship Strategy. CRM and a New Dominant Logic for the Value Creating network Economy, Burlington: Elsevier.
- Gunasekara, C. (2004). The Third Role of Australian Universities in Human Capital Formation. Journal of Higher Education Policy & Management, 26(3): 329-343, DOI: 10.1080/1360080042000290186.
- Hetzel, P.L. (2000). Where we are going? Perceptions of French marketing academics. Journal of Marketing Management, 16(7): 697-716.
- Holm-Nielsen, L. B., Thorn, K., Olesen, J. D. and Huey, T. (2013). Talent development as a university mission: The Quadruple Helix. Higher Education Management & Policy, 24(issue 2): 99-113.
- Holm-Nielsen, L.B. and Warming, K.C. (2009). Designing institutional internationalization policies and strategies. In: Internationalisation of European Higher Education Handbook, supplement no. 2. Berlin: Raabe Academic Publishers.
- Isaksen, A. and Karlsen, J. (2010). Different Modes of Innovation and the Challenge of Connecting Universities and Industry: Case Studies of Two Regional Industries in Norway. European Planning Studies, 18(12): 1993-2008, DOI: 10.1080/09654313.2010.516523.
- Jaworski, B.J. and Kohli, A.K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57(3): 53-70.
- Kelli, A., Mets, T., Jonsson, L., Pisuke, H. and Adamsoo, R. (2013). The changing approach in academia-industry collaboration: from profit orientation to innovation support. TRAMES: A Journal of the Humanities & Social Sciences, 17(3): 215-241, DOI: 10.3176/tr.2013.3.02.
- Knight, J. (1999). Internationalization of higher education. in: Quality and Internationalization of Higher Education. Paris: OECD.
- Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2): 46-54.
- Kotler, P. (1982). Marketing for Non-profit Organizations. Englewood Cliffs: N.J. Prentice-Hall, Inc.
- Kotler, P. and Fox, A. K. (1994). Strategic Marketing for Educational Institutions, Upper Saddle River, NJ: Prentice Hall.
- Krücken, G. (2003). Learning the 'New, New Thing': On the role of path dependency in university structures. Higher Education, 46(3): 315-339.
- Lewinson, D.M. and Hawes, J.M. (2007). Student Target Marketing Strategies for Universities. Journal of College Admission, 196: 14-19.
- Marzo-Navarro, M., Pedraja-Iglesias, M. and Rivera-Torres, P. (2009). The Marketing Approach in Relationships Between Universities and Firms. Journal of Relationship Marketing, 8(2): 127-147, DOI: 10.1080/15332660902876869.
- Morgan, J.G. and Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3): 20-38.
- Morrison, M. (2013). Why higher education needs marketing more than ever. Advertising Age, 10/21/2013, 84(issue 37): 19-19.
- Ng, I. C. L. and Forbes, J. (2009). Education as Service: The Understanding of University Experience Through the Service Logic. Journal of Marketing for Higher Education, 19(1): 38-64, DOI: 10.1080/08841240902904703.
- Poole, D. and Evan, C. (2010). Academics as part-time marketers in university offshore programs: an exploratory study. Journal of Higher Education Policy and Management, 32(2): 149-158, DOI: 10.1080/13600800903575447.
- Ravald, A. and Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2): 19-30, DOI: 10.1108/03090569610106626.
- Tuunainen, J. (2005). Hybrid practices? Contributions to the debate on the mutation of science and university. Higher Education, 50(2): 275-298.
- Van Horne, C., Poulin, D. and Frayret, J.-M. (2012). Innovation and value creation in university-industry research centres in the Canadian forest products industry. Canadian Journal of Forest Research, 42(11): 1884-1895, DOI: 10.1139/x2012-136.
- Vauterin, J.J., Linnanen, L. and Martilla, E. (2011). Issues of delivering quality customer service in a higher education environment. International Journal of Quality and Service Sciences, 3(2): 181-198.
- Vauterin, J.J., Linnanen, L. and Martilla, E. (2012). Value creation in international higher education. International Journal of Quality and Service Sciences, 4(3): 283-298.
- Washburn, J. H. and Petroshius, S. M. (2004). A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach. Journal of Education for Business, September/ October, 80(1): 35-40.
- Wright, L.K., Bitner, M.J. and Zeithaml, V.A. (1994). Paradigm shifts in business education: Using active learning to deliver services marketing content. Journal of Marketing Education, 16(3): 5-19, DOI: 10.1177/027347539401600303.
- Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2009). Services Marketing: Integrating Customer Focus Across the Firm. Boston: McGrawHill.
- Cytowane przez
- URI / DOI