Czynniki kształtujące wizerunek szkół wyższych w oczach klienta
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2016, Vol 71, Issue 6
Abstract
Artykuł dotyczy problemów brandingu, a szczególnie czynników determinujących wizerunek uczelni w opinii studentów-klientów. Zaprezentowano w nim rankingi czynników kształtujących obraz uczelni, przygotowane na podstawie materiału empirycznego zebranego w trakcie badań nad przystosowaniem polskich uczelni do funkcjonowania w gospodarce rynkowej, zrealizowanych w 2014 r. Zgromadzone dane mogą stanowić źródło informacji dla uczelni, które podejmują działania zmierzające do budowania marki i pozytywnego image’u w oczach swoich interesariuszy.
Authors and Affiliations
Angelika Pabian
Keywords
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