Marketing determinants of the choice of field of studies
Considerations presented in this article are aimed at giving an answer to the following research question – Which elements of universities’ marketing activity influence the acquisition of students the most? The presented research question arises from the goal defined for the research which involved...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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The Institute of Aviation
2017-09-01
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| Series: | Marketing of Scientific and Research Organisations |
| Subjects: | |
| Online Access: | http://minib.pl/en/marketing-determinants-of-the-choice-of-field-of-studies/ |
| Summary: | Considerations presented in this article are aimed at giving an answer to the following research question – Which elements of universities’ marketing activity influence the acquisition of students the most? The presented research question arises from the goal defined for the research which involved finding clues concerning the way of conducting marketing activities enabling the acquisition of a number of new students satisfying the strategy of a university. Additionally, the answer to the question formulated this way will be juxtaposed with new reality of the functioning of universities in Poland, which is associated with changes introduced by the Ministry of Science and Higher Education in the academic year 2016/2017. Own research was conducted on the group of almost all people (96%) who started studying at the Faculty of Sports and Tourism Management of the Academy of Physical Education in Katowice in the academic year 2016/2017. The obtained data show that among the marketing activities conducted by universities, promotion was the strongest incentive encouraging students to choose a particular university. |
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| ISSN: | 2353-8503 2353-8414 |