Sustainable Marketing in the Communication Practice of a Higher Education Institution as Exemplified by the Humanitas Academy

Purpose: The main objective of the paper is to discuss the assumptions of sustainable marketing as well as the tools used therein on the example of the non-public higher education institution, the Humanitas Academy in Sosnowiec marketing strategy. Design/Methodology/Approach: In order to present the topic and make research findings, there were used the literature research method and the monographic method, the essence of which was a detailed case study of a specific institution. On the basis of the monographic method and the Academy’s marketing activity, the author analyzed internal documents, including internal legal acts, advertising brochures, reports and statements as well as media coverage and the website content. Research interviews with the Academy staff were the supplement to the presented scientific techniques. Findings: The concept of sustainable marketing assumes that marketing should become the main source and the focal point of an organization's interest in the sustainable development of the external and internal environment. It was confirmed that this concept has been successful in market activities implemented by organizations of various types, including higher education institutions. The example of the Humanitas Academy showed that the implementation of sustainable marketing assumptions could include all instruments of the marketing mix - from market research and designing a marketing strategy, through educational products, a distribution network of the educational offer to promotional communication. Practical Implications: Practical business implications focus primarily on the possibility of using results by higher education marketing managers when designing and implementing marketing strategies in educational services markets. Originality/Value: There was presented an innovative approach in creating a comprehensive marketing strategy of a higher education institution that is focused on sustainable and responsible activities in relation to ecological and climatic, social, cultural, legal and political challenges.