College Marketing ZSU03544

The nature and importance of marketing in high school, college marketing surroundings, socio-economic development of higher education in Poland, the EHEA and the Bologna process determinants of the development of higher education in Poland and Europe, the behaviour of recipients of educational services, building the competitive position of higher education institution, quality of management educational services, marketing communication college, the human factor in higher education marketing, marketing management in higher education, the challenges for marketing in higher education.

(in Polish) Rodzaj przedmiotu

(in Polish) Obieralny

Course coordinators

Tadeusz Kowalewski

Learning outcomes

Learning outcomes ('EK' - (Pl)) Enter from 4 up to 8 learning outcomes in the order as follows: knowledge-skills-competence. Use verbs from the set listed below. Each outcome has to be verified. Reference to learning outcomes in the field of a given study)
EK1 student: has knowledge about marketing issues in the field of higher education Z_W07
EK2 student: has knowledge of the behaviour of recipients of educational services in higher education Z_W04
EK3 student: can analyze marketing processes in Polish higher education Z_U12, Z_U08
EK4 student: properly analyze and interpret the effects of competitive activities in higher education Z_U15, Z_U08
EK5 student: can responsibly use and interpret marketing efforts while maintaining ethical principles Z_K02

Assessment criteria

Written exam for lectures

Bibliography

Basic literature :
1.Marketing szkól wyższych, G. Nowaczyk, M. Kolasiński (red.), Wydawnictwo Wyższej Szkoły Bankowej w Poznaniu, Poznań 2004
Further reading:
1. Marketing w szkole wyzszej. Przemiany w orientacji marketingowej, G. Nowaczyk, D. Sobolowski(red.), Wydawnictwo Wyższej Szkoły Bankowej w Poznaniu, Poznań 2011; 2. Marketingowe zarzadzanie szkoła wyższ, G. Nowaczyk, P. Lisiecki (red.), Wydawnictwo Wyższej Szkoły Bankowej w Poznaniu, Poznań 2006: 3.Szkoła a rynek pracy, A.Bogaj, S.M., Kwiatkowski(red.), PWN, Warszawa2006; 4. Zarządzanie szkołą wyżsżą. Dylematy i wyzwania, J. Dworak, J. Jaworski(red.), Wyższa Szkoła Bankowa w Gdańsku, Warszawa 2011