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Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital

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  • Adamska Małgorzata

    (Opole University of Technology)

Abstract

The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future personnel policy of university authorities, also in the context of “Constitution for Science” and new proposals which are supposed to elevate the role and significance of the didactic personnel.On the basis of a survey conducted among the students of a public university, the author of the article draws important conclusions concerning the student-lecturer relationship, which reflecting the respondents’ opinions constitute a basis for proposing solutions aimed at supporting the didactic personnel in their effort to bring perfection to the processes of education and cooperation with students.

Suggested Citation

  • Adamska Małgorzata, 2018. "Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital," Marketing of Scientific and Research Organizations, Sciendo, vol. 30(4), pages 35-56, December.
    • Handle: RePEc:vrs:mosaro:v:30:y:2018:i:4:p:35-56:n:3
    DOI: 10.14611/minib.30.12.2018.12
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    References listed on IDEAS

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    1. Luminiţa NICOLESCU, 2009. "Applying Marketing To Higher Education: Scope And Limits," Management & Marketing, Economic Publishing House, vol. 4(2), Summer.
    2. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
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