top of page

Factors affecting the selection of marketing orientation of higher education institutions in Poland

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

Keywords:
higher education institutions, marketing orientation, integrated marketing model.

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

received:   10.08.2022
corrected:  15.09.2022
accepted: 07.10.2022

Abstract

The main aim of this article is to propose an integrated marketing model for a number of higher education institutions. This model is discussed through the prism of factors affecting the selection of marketing activi-ties undertaken by higher education institutions. A set of those actions is to enable identification of a specif-ic marketing orientation of higher education institutions. With regard to the above, marketing orientation is understood as a set of marketing activities with specific intensity, focused on satisfying the needs of differ-ent groups of stakeholders. Transposition of such reasoning onto higher education institutions allows for defining marketing orientation as a process of identification, assessment, and evaluation of factors with regard to the objectives and position of the higher education institution concerning future needs of stake-holder groups and the ability to respond to them by undertaking appropriate actions. This transposition thus creates a field for differentiating different types of marketing orientation of higher education institutions in Poland.

References

  1. Alessandri, S. W., Yang, S. U., & Kinsey, D. F. (2006). An Integrative Approach to University Visual Identity and Reputation. Corporate Reputation Review, 9(4). https://doi.org/10.1057/palgrave.crr.1550033

  2. Almurshidee, K. A. (2017). The Implementation of TQM in Higher Education Institutions in Saudi Arabia: Marketing Prospective. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 17(A1), 1-7.

  3. Anctil, E. (2008). Market driven versus mission driven. ASHE Higher Education Report:Selling Higher Education, 34(2), 1-121.

  4. Asaad, Y., Melewar, T. C., Cohen, G., & Balmer, J. M. T. (2013). Universities and export market orientation: An exploratory study of UK post-92 universities. Marketing Intelligence and Planning, 31(7), 838-856. https://doi.org/10.1108/MIP-01-2013-0007

  5. Bugandwa Mungu Akonkwa, D. (2009). Is market orientation a relevant strategy for higher education institutions?: Context analysis and research agenda. International Journal of Quality and Service Sciences, 1(3), 311-333. https://doi.org/10.1108/17566690911004230

  6. Calma, A., & Dickson-Deane, C. (2020). The student as customer and quality in higher education. International Journal of Educational Management, 34(8), 1221-1235. https://doi.org/10.1108/IJEM-03-2019-0093

  7. Cichoń, S. (2012). Szkoła wyższa na rynku usług edukacyjnych. Kwartalnik Ekonomistów i Menedżerów, 25(3), 11-27. https://doi.org/10.5604/01.3001.0009.6268

  8. Conway, T., Mackay, S., & Yorke, D. (1994). Strategic planning in higher education: Who are the customers? International Journal of Educational Management, 8(6), 29-36. https://doi.org/10.1108/09513549410069202

  9. Cubillo, J. M., Sánchez, J., & Cervio, J. (2006). International students’ decision-making process. International Journal of Educational Management, 20(2), 101-115. https://doi.org/10.1108/09513540610646091

  10. Durkin, M., McKenna, S., & Cummins, D. (2012). Emotional connections in higher education marketing. International Journal of Educational Management, 26(2), 153-161. https://doi.org/10.1108/09513541211201960

  11. Emery, C., Kramer, T., & Tian, R. (2001). Customers vs. products: Adopting an effective approach to business students. Quality Assurance in Education, 9(2), 110-115. https://doi.org/10.1108/09684880110389681

  12. Emiliani, M. L. (2005). Using kaizen to improve graduate business school degree programs. Quality Assurance in Education, 13(1), 37-52. https://doi.org/10.1108/09684880510578641

  13. Gibbs, P., & Murphy, P. (2009). Implementation of ethical higher education marketing. Tertiary Education and Management, 15(4), 341-354. https://doi.org/10.1080/13583880903335472

  14. Guilbault, M. (2016). Students as customers in higher education: reframing the debate. Journal of Marketing for Higher Education, 26(2), 132-142. https://doi.org/10.1080/08841241.2016.1245234

  15. Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338. https://doi.org/10.1108/09513550610669176

  16. Hesketh, A. J., & Knight, P. T. (1999). Postgraduates’ Choice of Programme: Helping universities to market and postgraduates to choose. Studies in Higher Education, 24(2), 151-163. https://doi.org/10.1080/03075079912331379858

  17. Ho, H. F., & Hung, C. C. (2008). Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis. International Journal of Educational Management, 22(4), 328-340. https://doi.org/10.1108/09513540810875662

  18. Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276-282. https://doi.org/10.1108/09513540110401484

  19. Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288-299. https://doi.org/10.1108/09513540810875635

  20. Kamal Basha, N., Sweeney, J. C., & Soutar, G. N. (2020). Evaluating students’ preferences for university brands through conjoint analysis and market simulation. International Journal of Educational Management, 34(2), 263-278. https://doi.org/10.1108/IJEM-11-2018-0359

  21. Lewison, D., & Hawes, J. (2007). Student Target Marketing Strategies for Universities. Journal of College Admission, (196), 14-19.

  22. Majercakova, M., & Madudova, E. (2016). Competition, strategy and critical attributes in higher education in the Slovak republic. In 2016 15th International Conference on Information Technology Based Higher Education and Training (ITHET). IEEE. https://doi.org/10.1109/ITHET.2016.7760708

  23. Maringe, F. (2005). Interrogating the crisis in higher education marketing: The CORD model. International Journal of Educational Management, 19(7), 564-578. https://doi.org/10.1108/09513540510625608

  24. Maringe, F., & Foskett, N. (2019). Introduction: Globalization and Universities. In F. Maringe and N. Foskett (Eds.). Globalization and Internationalization in Higher Education (pp. 1-14). Bloomsbury Academic. https://doi.org/10.5040/9781350091122.ch-0001

  25. Mogaji, E. (2016). Marketing strategies of United Kingdom universities during clearing and adjustment. International Journal of Educational Management, 30(4). https://doi.org/10.1108/IJEM-11-2014-0147

  26. Musingafi, M., Zebron, S., Chimbwanda, F., & Chaminuka, L. (2014). Applying the Marketing Concept to School Management in Zimbabwe. Journal of Education and Practice, 5(39), 25-28.

  27. Naudé, P., & Ivy, J. (1999). The marketing strategies of universities in the United Kingdom. International Journal of Educational Management, 13(3), 126-136. https://doi.org/10.1108/09513549910269485

  28. Newman, C. M. (2002). The current state of marketing activity among higher education institutions. Journal of Marketing for Higher Education, 12(1), 15-29. https://doi.org/10.1300/J050v12n01_02

  29. Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311. https://doi.org/10.1108/EUM0000000005909

  30. Nicholls, J., Harris, J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing higher education: The MBA experience. International Journal of Educational Management, 9(2), 31-38. https://doi.org/10.1108/09513549510082369

  31. Piróg, D. (2014). Konkurowanie uniwersytetów na rynku usług edukacyjnych w warunkach kryzysu gospodarczego i nasilających się trudności tranzycji absolwentów. Studies of the Industrial Geography Commission of the Polish Geographical Society, 28, 115–128. https://doi.org/10.24917/20801653.28.7

  32. Ramachandran, N. T. (2010). Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products. International Journal of Educational Management, 24(6), 544-556. https://doi.org/10.1108/09513541011067700

  33. Shima, B., & George, B. (2014). Strategies for the Development of Internal Marketing Orientation in the Private High Education Institutions in Albania. Academic Journal of Interdisciplinary Studies, 3(3), 393. https://doi.org/10.5901/ajis.2014.v3n3p393

  34. Soutar, G. N., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis. International Journal of Educational Management, 16(1), 40-45. https://doi.org/10.1108/09513540210415523

  35. Trim, P. R. J. (2003). Strategic marketing of further and higher educational institutions: Partnership arrangements and centres of entrepreneurship. International Journal of Educational Management, 17(2), 59-70. https://doi.org/10.1108/09513540310460252

bottom of page