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Papp Judith (Budapest Business School, Hungary)
Push or pull - marketing to be used in business higher education
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 222-243, tab., bibliogr. 25 poz.
Słowa kluczowe
Rynek pracy, Szkolnictwo wyższe, Marketing
Labour market, Higher education, Marketing
Like every level of the business, higher education has gone through a significant paradigm change recently, both globally and locally. The new syllabi and education frames were expected to maintain competitive advantage in the longer run and serve the interest and the expectations of the different stakeholder groups. However, we have witnessed such a new threat like phenomena that we need to offer a new type of solution. Mainly due to spatial restrictions, this paper is focusing only on BA level business education. Its main aim is to show that using innovative teaching and education methods, despite the years long underfinanced and contradictional ruling system, a higher education institute might be able to offer competitive education programmes and services. Another aim of the paper is to show that marketing should be considered as a leadership philosophy with a broad understanding where fulfilling the stakeholders' needs, being proactive and adaptive to the business world and labour market processes and using a pull focused marketing concept are in the focus of the strategy and operation. Doing and being so, unemployment could be decreased among those having degree, staying in the home country will become a real alternative of economic immigration, the loss of the students could be dramatically reduced, the institutions could increase their efficiency and the whole system might be able to more flexibly react to the challenges of the markets. The article will show the differences of the push and pull marketing concepts focusing on the services industries in general and their possibilities for adaption in the higher education sector. A part is also dedicated to our current target group, the generation Z or iGen as far as their way of communication with their love brands and channels are concerned. (fragment of text)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej w Warszawie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
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