Evaluation of Selected Online Image-Building Activities By Polish Universities

Marzęda Agnieszka () and Tworzydło Dariusz ()
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Marzęda Agnieszka: University of Warsaw, Krakowskie Przedmieście 26/28, 00-927 Warsaw
Tworzydło Dariusz: University of Warsaw, Krakowskie Przedmieście 26/28, 00-927 Warsaw

Marketing of Scientific and Research Organizations, 2021, vol. 40, issue 2, 53-70

Abstract: The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related, communication, and marketing purposes. Based on our own analyses and desk research, we listed and then compared selected image-related activities carried out online by the higher education institutions rated as Poland’s top universities in the “Perspektywy Ranking”. We also extended our analysis to the universities rated as the world’s top universities, selected based on the Webometrics ranking, and identified a clear difference in trends. The online tools listed in this paper were evaluated in terms of their impact on the position of the higher education institutions in the education market.

Keywords: public relations; universities; marketing; new technologies; social media; students; communication; online (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:40:y:2021:i:2:p:53-70:n:3

DOI: 10.2478/minib-2021-0009

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