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Czynniki wpływające na wybór orientacji
marketingowych szkół wyższych w Polsce

Jagoda Mrzygłocka-Chojnacka

Faculty of Management, Wrocław University of Science and Technology, Wrocław, Poland

e-mail: jagoda.mrzyglocka-chojnacka@pwr.edu.pl

ORCID: 0000-0002-5404-4696

Słowa kluczowe:
szkoły wyższe, orientacja marketingowa, zintegrowany model marketingowy.

Radosław Ryńca

Faculty of Management, Wrocław University of Science and Technology, Wrocław, Poland

e-mail: radoslaw.rynca@pwr.edu.pl

ORCID: 0000-0001-5288-4686

DOI: https://doi.org/10.56652/ejmss2022.2.8
otrzymano: 10.08.2022
poprawiono: 15.09.2022
zaakceptowano: 07.10.2022

Streszczenie

Głównym celem artykułu jest propozycja zintegrowanego modelu marketingowego szkoły wyższej. Model ten omawiany jest przez pryzmat czynników wpływających na wybór działań marketingowych podejmowanych przez szkoły wyższe. Zbiór tych działań umożliwia identyfikację określonej orientacji marketingowej szkół wyższych. W związku z powyższym orientacja marketingowa rozumiana jest jako zbiór działań marketingowych o określonej intensywności, ukierunkowanych na zaspokojenie potrzeb różnych grup interesariuszy. Transpozycja takiego rozumowania na instytucje szkolnictwa wyższego pozwala na zdefiniowanie orientacji marketingowej jako procesu identyfikacji, oceny i ewaluacji czynników w odniesieniu do celów i pozycji uczelni w zakresie przyszłych potrzeb grup interesariuszy oraz zdolności do odpowiadania na nie poprzez podejmowanie odpowiednich działań. Transpozycja ta stwarza więc pole do wyróżnienia różnych typów orientacji marketingowej szkół wyższych w Polsce.

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