Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.46-05
CC BY-SA   Open Access   CEEOL

Issue archive / nr 5 (46) 2016
Social media as a relationship marketing tool of modern university

Authors: Hanna Hall
Politechnika Rzeszowska, Wydział Zarządzania

Kamila Peszko
Uniwersytet Szczeciński, Wydział Zarządzania i Ekonomiki Usług
Keywords: relationship marketing trends in marketing of higher education social media higher education
Data publikacji całości:2016
Page range:16 (41-56)
Klasyfikacja JEL: M31 P36
Cited-by (Crossref) ?:

Abstract

The aim of the article is to present selected aspects of university activities in the sphere of development of relations with its stakeholders, with particular emphasis on students, and with the use of social media as a key communication platform in the online space. The starting point for the analysis of the undertaken subject is to present the essence of relationship marketing in relation to higher education institutions as a result of adaptation and evolution of the marketing of these market players, as well as current trends in higher education marketing. In the article, secondary sources and the authors’ research have been used, the object of which was to identify the scope, intensity, and professionalism of the activities of university in the area of social media.
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