Applying relationship marketing principles in the university setting: an adapta-tion of the exchange relationship typology

J Hemsley-Brown, I Oplatka, Judson, T Aurand, R Karlovsky
2006 International Journal of Public Sector Management   unpublished
Marketing in research institutes and higher education institutions Marketing activities taken up by research and scientific institutions is an increasingly popular subject of debates and scientific works from the area of management and education. What shows this trend very well is not only the growing number of scientific publications concerning these subjects 1 , but also the appearance of scientific magazines, titles dedicated to this issue (eg. International Journal of Educational
more » ... cational Management, Journal of Marketing for Higher Education). In many contemporary works concerning marketing of higher education institutions and research institutes, models functioning in the business environment are being adapted to serve the needs of educational units. Thus, in works concerning management strategies for educational organizations we can find references to such classic concepts as 4P, 7P or 4C. Adapting classic marketing models, applied in business, to the conditions in which higher education institutions and research units function, shows that the managers of these institutions see the need to compete on the market and determine the direction of marketing activities 2,3 . It can be presumed that this need will be constantly growing, along with the growth of competition between higher education institutions. This competition will result from, among others, demographic factors, including the predicted drop in the number of people aged 19-24. According to the forecasts of the Central Statistical Office 4 the number of people in this age range in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. Dropping number of students and the resulting growth of competition between universities will force them to adopt a strategic approach to marketing activities and using the latest achievements of interactive marketing. Including intensification of online activities. 1