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The Use of Video Marketing in the Communication Strategy of Business Universities

Author

Listed:
  • Pluta-Olearnik Mirosława

    (Department of Marketing, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland)

  • Hasiak Alisa

    (Faculty of Management, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland)

Abstract

This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.

Suggested Citation

  • Pluta-Olearnik Mirosława & Hasiak Alisa, 2024. "The Use of Video Marketing in the Communication Strategy of Business Universities," Marketing of Scientific and Research Organizations, Sciendo, vol. 54(4), pages 49-64.
    • Handle: RePEc:vrs:mosaro:v:54:y:2024:i:4:p:49-64:n:1003
    DOI: 10.2478/minib-2024-0021
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    More about this item

    Keywords

    higher education institutions; e-marketing; marketing communications; social media; video marketing; instytucje szkolnictwa wyższego; marketing internetowy; komunikacja marketingowa; media społecznościowe; wideo marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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