Marketing Determinants of the Choice of Field Of Studies

Kucharski Michał (), Szopa Romuald () and Halemba Piotr ()
Additional contact information
Kucharski Michał: Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland
Szopa Romuald: Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland
Halemba Piotr: Academy of Physical Education in Katowice, Faculty of Sports and Tourism Management, Poland

Marketing of Scientific and Research Organizations, 2017, vol. 25, issue 3, 41-57

Abstract: The aim of presented considerations is to answer the following research question: Which elements of universities' marketing activities have greatest impact on recruiting new students? This research question derives from the necessity to unveil hints on what marketing activities are most effective in gaining a number of new students that complies with a university's strategy. Moreover, the obtained answer will be juxtaposed with the new way Polish universities are to function after changes introduced by Polish Ministry of Science and Higher Education in academic year 2016/2017. Own research was conducted among students of Department of Sport and Tourism Management at The Jerzy Kukuczka Academy of Physical Education in Katowice recruited in academic year 2016/2017. Obtained data revealed that among all conducted marketing activities promotion is the one that had greatest impact student's choice of a university and faculty.

Keywords: universities; marketing; promotion; recruitment; higher education (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.14611/minib.25.09.2017.11 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:25:y:2017:i:3:p:41-57:n:3

DOI: 10.14611/minib.25.09.2017.11

Access Statistics for this article

Marketing of Scientific and Research Organizations is currently edited by Witold Wiśniowski

More articles in Marketing of Scientific and Research Organizations from Sciendo
Bibliographic data for series maintained by Peter Golla ().