<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></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.

Lecturers as an Element of Higher Education Marketing

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Lecturers as an Element of Higher Education Marketing"}

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...

Lecturers as an Element of Higher Education Marketing

Publicado en línea: 30 may 2017

Páginas: 53 - 77

DOI: https://doi.org/10.14611/minib.23.03.2017.10

Palabras clave
academic teachers, university, marketing strategy, internal marketing, relationship marketing, interactive marketing, external marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Lecturers as an Element of Higher Education Marketing

Publicado en línea: 30 may 2017

Páginas: 53 - 77

DOI: https://doi.org/10.14611/minib.23.03.2017.10

Palabras claveacademic teachers, university, marketing strategy, internal marketing, relationship marketing, interactive marketing, external marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
academic teachers, university, marketing strategy, internal marketing, relationship marketing, interactive marketing, external marketing