The issue of innovativeness and innovation in the higher education sector is becoming increasingly important. Universities adopt the outside-inside type of attitude in order to strengthen their position in the education market and to conform to new circumstances.
The desirability and possibility of implementation of pro-innovation attitudes by Polish universities was discussed in the paper. Starting from the literature review in terms of innovation, determinants forcing innovativeness on research units were discussed and also organizational and managerial issues were presented. The paper was summed up by examples of marketing innovations that have been implemented in selected Polish universities.