The strategy of marketing quality management through relationships in educational services at the level of higher education

• Autorzy: Hubert Paluch , Peter Odrakiewicz
• Języki publikacji: EN

Abstrakty

EN

A contemporary issue in educational service management at the level of higher education is comprehension of basic ideas, especially realising the fact that 'a student = a customer' and 'a higher education institution = knowledge company' and the consequent relations between the student and the lecturer or administration employee are relations 'supplier - customer'. The lack of understanding so elementary interdependences completely excludes the possibility to apply marketing approach to educational institution management. The authors of the current article, basing on the heritage of the Polish sector of professional services (including education), are going to prove that the only kind of marketing for an innovative contemporary international university is the relationship marketing, and the strategy designed on the basis of that view and the new interpretation of service quality might bring success in educational service sector at the level of education, where market mechanisms have proved ineffective (mainly due to the state's too extensive interference). (original abstract)

Słowa kluczowe

PL

Edukacja; Szkolnictwo wyższe; Marketing relacji

EN

Education; Higher education; Relationship marketing

• Czasopismo: Global Management Journal
• Rocznik: 2009
• Tom: 1
• Numer: nr 1
• Strony: 31--36

Twórcy

autor

Hubert Paluch

• Poznań University College of Business and Foreign Languages

autor

Peter Odrakiewicz

• Poznań University College of Business and Foreign Languages

Bibliografia

• Mruk H., Pilarczyk B., Szulce H., 2005., Marketing. Uwarunkowania i instrumenty., Poznań, AE, p. 242.
• Rogoziński K., 2000., Nowy marketing usług, Poznań, AE, p.229.
• Rogoziński K. in: Otto J., 1999., Marketing relacji. Koncepcja i stosowanie., Łódź, Politechnika Łódzka, p. 200.