<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The article provides a description of good practice in connection with the completed consolidation of two higher education institutions - the Lower Silesian College of Enterprise and Technology in Polkowice and the Copper Belt Technical College in Lubin into the Jan Wyżykowski University with its seat in Polkowice and a Branch Faculty in Lubin. This process began in autumn of 2015 and was brought to completion by the decision of the Minister of Science and Higher Education. The author points to image implications and marketing challenges, discusses the rebranding process (new logo and name as well as the actions this entailed). The article also deals with the creation of a new website, actions within interconnected social media, the ongoing billboard and media advertising campaign. Several difficulties that promotion department staff of are faced with in connection with the consolidation process of two higher education establishments were identified by the author, which include building a brand from scratch and communicating with staff with respect to the planned and implemented changes.</p></abstract>

The article provides a description of good practice in connection with the completed consolidation of two higher education institutions - the Lower Silesian College of Enterprise and Technology in Polkowice and the Copper Belt Technical College in Lubin into the Jan Wyżykowski University with its seat in Polkowice and a Branch Faculty in Lubin. This process began in autumn of 2015 and was brought to completion by the decision of the Minister of Science and Higher Education. The author points to image implications and marketing challenges, discusses the rebranding process (new logo and name as well as the actions this entailed). The article also deals with the creation of a new website, actions within interconnected social media, the ongoing billboard and media advertising campaign. Several difficulties that promotion department staff of are faced with in connection with the consolidation process of two higher education establishments were identified by the author, which include building a brand from scratch and communicating with staff with respect to the planned and implemented changes.

Marketing Aspects of Consolidation of Higher Education Institutions

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Marketing Aspects of Consolidation of Higher Education Institutions"}

The article provides a description of good practice in connection with the completed consolidation of two higher education institutions - the Lower Silesian...

Marketing Aspects of Consolidation of Higher Education Institutions

Published Online: Oct 14, 2017

Page range: 19 - 40

DOI: https://doi.org/10.14611/minib.25.09.2017.10

Keywords
Jan Wyżykowski University, Lower Silesian College of Enterprise and Technology in Polkowice, consolidation, higher education institution, university, marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Marketing Aspects of Consolidation of Higher Education Institutions

Published Online: Oct 14, 2017

Page range: 19 - 40

DOI: https://doi.org/10.14611/minib.25.09.2017.10

KeywordsJan Wyżykowski University, Lower Silesian College of Enterprise and Technology in Polkowice, consolidation, higher education institution, university, marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
Jan Wyżykowski University, Lower Silesian College of Enterprise and Technology in Polkowice, consolidation, higher education institution, university, marketing