۱٫ Introduction

۲٫ Conditions of Polish universities functioning

۳٫ Marketing evolution of Polish universities

۴٫ Prospects for higher education marketing

۵٫ Method of research

۶٫ Findings

۷٫ Conclusion

References

The aim of the article is to present selected aspects of contemporary marketing of Polish universities. Particular attention was paid to determinants of functioning of universities as a part of the European Higher Education Area, their marketing activities, the modern sense of marketing of these market actors, and the perspectives of its development. The purpose of the article was realized based on the analysis of secondary sources and primary research of authors. Research carried out for the purpose of this article are qualitative in nature and was carried out by In-Depth Interviews among about 14 representatives of Polish universities.

Introduction

The dynamic changes in the environment of contemporary universities mean that they are concentrated on the expectations and needs of their stakeholders, and especially candidates and students. Due to this focus the university management process has the marketing character. Marketing orientation of the university, as in the case of enterprises, is continually evolving. The main determinants of the direction of this evolution is the development of information technologies, the growth of the Internet penetration rate and its priority role as an important source of message in the segment of young consumers. The purpose of this article is to present the specificity and marketing perspectives of Polish universities against the key changes in their environment. In the article Polish and foreign secondary sources were used, including publications of Polish Ministry of Science and Higher Education, the Central Statistical Office, acts and development programs, Polish and foreign book publications, press releases and websites associated with the development of modern marketing trends in higher education. There were also presented the results of qualitative primary research of the author carried out with an application of In Depth Interview method among representatives of 14 Polish universities (both public and private in 7 provincial cities), regarding the specificity and marketing perspectives of the university. The article can be a useful source of information for all those interested in marketing management aspects of modern universities on the directions of changes in marketing at universities, the importance of modern marketing concepts for students, candidates and university marketing practices of Polish universities and perspectives in this regard.