<abstract xmlns="http://www.w3.org/1999/xhtml">The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future personnel policy of university authorities, also in the context of “Constitution for Science” and new proposals which are supposed to elevate the role and significance of the didactic personnel.On the basis of a survey conducted among the students of a public university, the author of the article draws important conclusions concerning the student-lecturer relationship, which reflecting the respondents’ opinions constitute a basis for proposing solutions aimed at supporting the didactic personnel in their effort to bring perfection to the processes of education and cooperation with students.</abstract>

The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future personnel policy of university authorities, also in the context of “Constitution for Science” and new proposals which are supposed to elevate the role and significance of the didactic personnel.On the basis of a survey conducted among the students of a public university, the author of the article draws important conclusions concerning the student-lecturer relationship, which reflecting the respondents’ opinions constitute a basis for proposing solutions aimed at supporting the didactic personnel in their effort to bring perfection to the processes of education and cooperation with students.

Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing...

Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital

Published Online: Apr 06, 2019

Page range: 35 - 56

DOI: https://doi.org/10.14611/minib.30.12.2018.12

Keywords
brand, brand identity, university, university brand management

© 2018 Małgorzata Adamska, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Expectations of Students Towards The Didactic Staff as Factors Conditioning the Improvement of The University’s Relational Capital

Published Online: Apr 06, 2019

Page range: 35 - 56

DOI: https://doi.org/10.14611/minib.30.12.2018.12

Keywordsbrand, brand identity, university, university brand management

© 2018 Małgorzata Adamska, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
brand, brand identity, university, university brand management