Conditions, Contemporary Importance and Prospects of Higher Education Marketing on the Example of Polish Universities

Hall, Hanna; Witek, Lucyna

doi:10.1016/s2212-5671(16)30314-8

Cited by 21 publications

(13 citation statements)

References 3 publications

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“…The assessment of the financial situation of a family also the contents of them, ought to be differentiated in relation to the particular groups of consumers (Hall and Witek, 2016). If a company offers products for women, it ought to conduct CRM programs serving the purpose of solving problems of no one else, but women, if it offers products for children, the programs ought to serve children.…”

Section: Resultsmentioning

confidence: 99%

Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

Witek¹

2017

Acta Univ. Agric. Silvic. Mendelianae Brun.

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It is the objective of this paper to analyse the attitudes of consumers towards CRM in terms of age, sex and education, and also in those of their financial situation. The research was conducted with the application of a direct survey in the period since 1st December, 2015, until 31st January, 2016. For the purpose of the analysis, 390 surveys, which had been completed in a correct way, were accepted. Those were presented to the respondents with the application of the five-point Likert scale in order to determine the degree of the acceptance of every single statement. This study leads to the conclusion that consumers have positive attitudes towards CRM programs. As many as 46.9 % of respondents buy products related to CRM, while 36.3 % do it impulsively. Consumers are aware of the marketing motives of running CRM (72.3 %). Only 27.7 % of respondents are willing to pay a higher price for CRM products. Young, educated women who are residents of large cities have the most favorable attitudes toward CRM. Cause Related Marketing is positively received by consumers and particularly expected in the sector of food products and products for children. The results of the research contribute to perfecting the hitherto-applied marketing activities, and also make it possible for the development of solutions within the scope of the effectiveness of CRM to take place.

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Section: Resultsmentioning

confidence: 99%

Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

Witek¹

2017

Acta Univ. Agric. Silvic. Mendelianae Brun.

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“…Changes observed in the socio-economic environment of the country, globalization and dynamic development of modern technologies to a large extent imply both the activities of universities, as well as affect changes in behavior and the decision-making model of candidates for studies (Michalak and Mruk-Tomczak, 2018). An attractive educational offer, properly communicated to future students, may be a competitive advantage of universities in a changing environment (Hall and Witek, 2016). At present, secondary school graduates -candidates for studiesbelong to the youngest generation, called the "Z" generation.…”

Section: Introductionmentioning

confidence: 99%

Social Media as a Source of Information About Universities Among Candidates for Studies

Stachowiak-Krzyżan

2019

Marketing of Scientific and Research Organizations

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Summary The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for studies. To realize the set goal, quantitative research was carried out among a group of high school students, using the auditorium survey technique. The youth questionnaire was collected via the questionnaire for information sources used in the decision-making process about the choice of the future educational path. The conducted research confirmed that social media are one of the most important sources of information about universities, just after personal sources such as family and friends.

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“…Furthermore, the International Association for Management Education has created mission-driven accreditation standards that are nearly impossible to meet without the use of case pedagogy in higher education (Crespy et al, 1999). Additionally, many changes have occurred in the context of marketing education, including the use of new technology-based (Hall and Witek, 2016) and experiential learning (Kolb and Kolb, 2005). Rather than having lecturers telling students what they know, they need to ask questions that lead students along the path of learning.…”

Section: Introductionmentioning

confidence: 99%

How to write cases and teaching notes in marketing education?

Damnjanović¹,

Cicvarić-Kostić²,

Neskovic³

2017

Marketing

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Conditions, Contemporary Importance and Prospects of Higher Education Marketing on the Example of Polish Universities

Cited by 21 publications

References 3 publications

Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing

Social Media as a Source of Information About Universities Among Candidates for Studies

How to write cases and teaching notes in marketing education?

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