The Internationalisation of Marketing in the Education and Research Sector

Abstract

A growing number of entities operating in the Polish sector of higher education and science and research aspire to have an active presence in foreign markets and even in the global market. This presence must be accompanied by thoughtful marketing strategies using effective marketing tools. The aim of the article is to indicate the possibility of using the knowledge of international marketing to increase the efficiency of the entities of the Polish sector of education and research. Particular attention was paid to the intercultural nature of the international marketing, especially in relation to the system to communicate with foreign customers in the Internet space. The article uses the following sources of information: official statistics, research reports, professional periodicals, case studies.

Keywords

• marketing
• internationalisation
• universities
• research institutes
• communication
• internet