IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxvy2022i2p408-419.html
   My bibliography  Save this article

Marketing Communication of a Public University

Author

Listed:
  • Monika Szyda

Abstract

Purpose: The aim of the article is to determine the sources of adopting marketing orientation in communication by public universities and to identify its manifestations in the areas: communication participants, message, communication channels, disturbances, feedback and the context of communication. Design/Methodology/Approach: Several research methods were applied: literature review, desk research and audit of university websites and social media. Findings: The research clearly shows that universities have undergone a transformation from the classical model to the entrepreneurial model. It was conditioned by many factors, such as the massification and marketization of education, increased competition in the education market, as well as the ubiquitous globalization, internationalization of education processes, reforms in education and the digitization of economic and social life. In these new realities, universities began to function as enterprises. Public universities, though with some delay, have also followed this trend. As a result, universities had to develop functions specific to the enterprise, especially marketing. Practical Implications: The conclusions of the study and observations contributed to the creation of a catalog of university marketing communication tools. Originality/Value: The article develops the university's marketing theory, as the author attempts to characterize other than promotion-mix components of marketing communication.

Suggested Citation

  • Monika Szyda, 2022. "Marketing Communication of a Public University," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 408-419.
  • Handle: RePEc:ers:journl:v:xxv:y:2022:i:2:p:408-419
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/2929/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shankar, Venkatesh & Grewal, Dhruv & Sunder, Sarang & Fossen, Beth & Peters, Kay & Agarwal, Amit, 2022. "Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 541-565.
    2. Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nadia Wasta Utami & Rizqi Anfanni Fahmi & Narayana Mahendra Prastya, 2024. "Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 227-240, June.
    2. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    3. Volodymyr Nesterenko & Radoslaw Miskiewicz & Rafis Abazov, 2023. "Marketing Communications in the Era of Digital Transformation," Virtual Economics, The London Academy of Science and Business, vol. 6(1), pages 57-70, March.
    4. Alexandru Grigoras, 2021. "Social Media and Public Universities. Theoretical Aspects," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 530-534, August.
    5. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    6. Marwa Ulfa & Farida Hariyati & Deni Adha Akbari, 2023. "Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 76-85, April.
    7. Alexandru GrigoraÈ™, 2020. "Using Social Media in Public Universities. A Research on the University of Bucharest, Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 644-650, August.
    8. Nejad, Mohammad G. & Amini, Mehdi, 2024. "Designing profitable seeding Programs: The effects of social network properties and consumer homophily," Journal of Business Research, Elsevier, vol. 173(C).

    More about this item

    Keywords

    Marketing communication; university; public university; university marketing.;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxv:y:2022:i:2:p:408-419. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.