Creating Marketing Strategies for Higher Education Institutions

Białoń Lidia ()
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Białoń Lidia: Warsaw Management University, Warsaw, Poland

Marketing of Scientific and Research Organizations, 2015, vol. 18, issue 4, 129-145

Abstract: The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Another conditions for effective strategies include: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.

Keywords: marketing strategy for a higher education institution; transactional marketing; relationship marketing; spiritual marketing; typology of marketing strategies (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:18:y:2015:i:4:p:129-145:n:6

DOI: 10.14611/minib.18.04.2015.13

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