Marketing Determinants of the Choice of Field Of Studies

Abstract

The aim of presented considerations is to answer the following research question: Which elements of universities' marketing activities have greatest impact on recruiting new students? This research question derives from the necessity to unveil hints on what marketing activities are most effective in gaining a number of new students that complies with a university's strategy. Moreover, the obtained answer will be juxtaposed with the new way Polish universities are to function after changes introduced by Polish Ministry of Science and Higher Education in academic year 2016/2017. Own research was conducted among students of Department of Sport and Tourism Management at The Jerzy Kukuczka Academy of Physical Education in Katowice recruited in academic year 2016/2017. Obtained data revealed that among all conducted marketing activities promotion is the one that had greatest impact student's choice of a university and faculty.

Keywords

• universities
• marketing
• promotion
• recruitment
• higher education