The Use of Video Marketing in the Communication Strategy of Business Universities

This study explores the role of video marketing in the communication strategies of Polish business universities as they navigate the competitive higher education market. The research examines the practices of five leading Polish business schools, benchmarking them against London Business School (LBS), a prominent European institution. Using qualitative methods, including literature reviews, case studies, and comparative analysis, the study identifies key elements of effective video marketing, such as campus presentations, interviews, event recordings, and promotional content. The findings may be useful for universities aiming to improve their operating strategies. The article also includes practical recommendations for measures to improve the effectiveness of marketing communication efforts within educational institutions.