<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications devoted to chosen areas of functioning of students’ organizations. However, they generally skipped the promotional dimension. In association with this, the goal of this article is partially filling the existing gap by highlighting the factors which determine the effects achieved when students’ governments communicate with the environment. On the basis of own participatory observations and experiences gathered during many years of participating in the work of the student government of a Polish university, the authors have identified three main determinants of efficient marketing communication of students’ governments. Among these three factors there are: the attitude and engagement of students, the choice of contents and promotion tools (forming the system of communicating with the environment), the available financial resources. Each of the three mentioned elements has been presented in detail. Among others, the typology of people engaged in promotional activity of students’ organizations has been presented. Also, the contents that should be conveyed to diversified groups in the environment of students’ governments have been defined. Taking into consideration the fact that this paper is the first work of its kind devoted to the promotional activity of students’ governments, it serves as an introduction to the subject areas and may constitute a basis for deeper exploration of the subject in future theoretical and research works.</p></abstract>

The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications devoted to chosen areas of functioning of students’ organizations. However, they generally skipped the promotional dimension. In association with this, the goal of this article is partially filling the existing gap by highlighting the factors which determine the effects achieved when students’ governments communicate with the environment. On the basis of own participatory observations and experiences gathered during many years of participating in the work of the student government of a Polish university, the authors have identified three main determinants of efficient marketing communication of students’ governments. Among these three factors there are: the attitude and engagement of students, the choice of contents and promotion tools (forming the system of communicating with the environment), the available financial resources. Each of the three mentioned elements has been presented in detail. Among others, the typology of people engaged in promotional activity of students’ organizations has been presented. Also, the contents that should be conveyed to diversified groups in the environment of students’ governments have been defined. Taking into consideration the fact that this paper is the first work of its kind devoted to the promotional activity of students’ governments, it serves as an introduction to the subject areas and may constitute a basis for deeper exploration of the subject in future theoretical and research works.

Determinants of Student Governments’ Promotional Activity

Faculty of Commodity Science and Product Management, Department of Process Management

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Determinants of Student Governments\u2019 Promotional Activity"}

The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications...

Determinants of Student Governments’ Promotional Activity

Published Online: Apr 06, 2019

Page range: 1 - 18

DOI: https://doi.org/10.14611/minib.30.12.2018.10

Keywords
marketing, promotion, students, students’ attitudes, student government

© 2018 Justyna Bryk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Determinants of Student Governments’ Promotional Activity

Published Online: Apr 06, 2019

Page range: 1 - 18

DOI: https://doi.org/10.14611/minib.30.12.2018.10

Keywordsmarketing, promotion, students, students’ attitudes, student government

© 2018 Justyna Bryk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing, promotion, students, students’ attitudes, student government