ISSN: 2450-7733
eISSN: 2300-4096
OAI
DOI: 10.18276/sip.2016.43/3-27
Issue archive /
nr 43/3 2016
UWARUNKOWANIA DECYZJI PODEJMOWANYCH PRZEZ NABYWCÓW USŁUG EDUKACYJNYCH W POLSCE NA TLE TENDENCJI MIĘDZYNARODOWYCH
(Conditions of decision making process by customers of educational services in poland compared to international trends)
| Authors: |
Anna Maria
Nikodemska- Wołowik
Uniwersytet Gdański Katarzyna Andruszkiewicz Uniwersytet Gdański |
| Keywords: | higher education educational services generation Y marketing communications |
| Data publikacji całości: | 2016 |
| Page range: | 10 (291-300) |
| Klasyfikacja JEL: | I23 M31 |
Abstract
The phenomenon of educational services’ commercialization, especially at the post- -secondary level shows that it is necessary to intensify marketing activities, which are subject to coherent strategy of the entire, often consisting of many various units, supplier of those services. The major goal of the article was an identification of major factors standing behind prospective students’ decisions referring to the choice of a post-secondary education. According to the authors’ empirical research findings carried out on the sample of 342 persons, implementation of innovative methods of acquiring an increasingly demanding clientele becomes essential especially nowadays when the recipients of those activities are representatives of the segment referred to as Generation Y. It is not enough to monitor the dynamics of the current attitudes of Millennials to the educational offer – one should penetrate their world, to understand the motives, and to design marketing communication tools for these demanding recipients.
Download file
Article file
Bibliography
| 1. | Cichoń, S. (2012). Szkoła wyższa na rynku usług edukacyjnych. Edukacja Ekonomistów i Menedżerów. Problemy. Innowacje. Projekty, 3 (25), 11–27. |
| 2. | Dostatnia, A. (red.). (2014). Raport: OMG! Czyli jak mówić do polskich milenialsów. Odyseja PR, Mobile Institute, Mexad. |
| 3. | Goldman Sachs (2015). Millennials: Coming of Age. Pobrane z: www.goldmansachs.com/our-thinking/pages/millennials/index.html (15.01.2016). |
| 4. | GUS (2014). Szkoły wyższe i ich finanse w 2013 r. Warszawa. |
| 5. | Lantos, G.P. (2014). Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. Journal of Consumer Marketing, 31 (5), 401–403. |
| 6. | MNiSW (2013). Raport Szkolnictwo Wyższe w Polsce. Warszawa. |
| 7. | Pabian, A. (2014). Produkt kształceniowy w kontekście tworzenia wartości na rynku usług edukacyjnych szkolnictwa wyższego. Marketing i Rynek, 5, 21–29. |
| 8. | Winograd, M., Hais, M.D. (2011). Millennial Momentum: How a New Generation is Remaking America. New Brunswick: Rutgers University Press. |