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Lecturers as an Element of Higher Education Marketing

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  • Pluta-Olearnik Mirosława

    (Wrocław University of Economics, Wrocław, Poland)

Abstract

The aim of this article is to determine the scope and the results of research on the perception of the teaching staff from the perspective of internal and external Polish universities as well as the assessment of utilization of these resources in the light of the knowledge of marketing service organization. Test methods used in the article include: an analysis of Polish and foreign periodicals in the field of management and marketing of higher education, diagnosis the teaching staff role as a special resource of the university marketing and to formulate the conditions of effective academic staff marketing in order to build the strengthen brand of universities in the local and foreign markets.

Suggested Citation

  • Pluta-Olearnik Mirosława, 2017. "Lecturers as an Element of Higher Education Marketing," Marketing of Scientific and Research Organizations, Sciendo, vol. 23(1), pages 53-77, March.
    • Handle: RePEc:vrs:mosaro:v:23:y:2017:i:1:p:53-77:n:4
    DOI: 10.14611/minib.23.03.2017.10
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    References listed on IDEAS

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    1. John McCormack & Carol Propper & Sarah Smith, 2014. "Herding Cats? Management and University Performance," Economic Journal, Royal Economic Society, vol. 124(578), pages 534-564, August.
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