IDEAS home Printed from https://ideas.repec.org/a/vrs/mosaro/v18y2015i4p129-145n6.html
   My bibliography  Save this article

Creating Marketing Strategies for Higher Education Institutions

Author

Listed:
  • Białoń Lidia

    (Warsaw Management University, Warsaw, Poland)

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.

Suggested Citation

  • Białoń Lidia, 2015. "Creating Marketing Strategies for Higher Education Institutions," Marketing of Scientific and Research Organizations, Sciendo, vol. 18(4), pages 129-145, December.
    • Handle: RePEc:vrs:mosaro:v:18:y:2015:i:4:p:129-145:n:6
    DOI: 10.14611/minib.18.04.2015.13
    as

    Download full text from publisher

    File URL: https://doi.org/10.14611/minib.18.04.2015.13
    Download Restriction: no
    File URL: https://libkey.io/10.14611/minib.18.04.2015.13?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mosaro:v:18:y:2015:i:4:p:129-145:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.