The Use of Video Marketing in the Communication Strategy of Business Universities
Mirosława Pluta-Olearnik
Department of Marketing, Wroclaw University of Economics and BusinessWrocław, Poland
Profil OrcidWyszukaj tego autora
oraz Alisa Hasiak
Faculty of Management, Wroclaw University of Economics and BusinessWrocław, Poland
Profil OrcidWyszukaj tego autora
30 gru 2024
O artykule
Kategoria artykułu: research article
Data publikacji: 30 gru 2024
Zakres stron: 49 - 64
Otrzymano: 24 paź 2024
Przyjęty: 04 gru 2024
DOI: https://doi.org/10.2478/minib-2024-0021
Słowa kluczowe
© 2024 Mirosława Pluta-Olearnik et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Interviews with lecturers and students_
| SGH |
ALK |
UEK |
UEP |
UEW |
LBS |
|
|---|---|---|---|---|---|---|
| Interviews with lecturers | Yes | Yes | Yes | Yes | Yes | Yes |
| Interviews with students | Yes | Yes | Yes | Yes | Yes | Yes |
| Academic achievements | Yes | Yes | Yes | Yes | Yes | Yes |
| Students’ experiences | Yes | Yes | Yes | Yes | Yes | Yes |
| Content | High | High | Above the average | Above the average | High | Very high |
| Languages of the interviews | Polish English | Polish English | Polish | Polish | Polish English | English |
Recordings of cultural and scientific events_
| SGH |
ALK |
UEK |
UEP |
UEW |
LBS |
|
|---|---|---|---|---|---|---|
| Open days | Yes | Yes | Yes | Yes | Yes | Yes |
| Conferences | Yes | Yes | Yes | Yes | Yes | Yes |
| Student festivals | Yes | Yes | Yes | Yes | Yes | Yes |
| Cultural events | Yes | Yes | Yes | Yes | Yes | Yes |
| Live broadcasts | Yes | Yes | Yes | Yes | Yes | Yes |
| Availability of online recordings | Yes | Yes | Yes | Yes | Yes | Yes |
| Participation in international campaigns | Yes | Yes | Yes | Yes | Yes | Yes |
Social media platforms used by business universities and their popularity_ (in thousands)
| SGH |
ALK |
UEK |
UEP |
UEW |
LBS |
|
|---|---|---|---|---|---|---|
| 4.9 K | 3.33 K | 1.53 K | 1.87 K | 1.02 K | 290 K | |
| 15 K | 17 K | 56.3 K | 8.3 K | 8.5 K | 136 K | |
| 61 K | 47 K | 38 K | 37 K | 39 K | 359 K | |
| 142 K | 79 K | 67 K | 54 K | 60 K | 556 K |
Campus presentation and infrastructure_
| SGH |
ALK |
UEK |
UEP |
UEW |
LBS |
|
|---|---|---|---|---|---|---|
| Videos with aerial shots | Yes | No | Yes | Yes | Yes | No |
| Virtual walks | Yes | No | No | No | No | No |
| Lecture halls | Yes | Yes | Yes | No | Yes | Yes |
| Recreational spaces | Yes | Yes | Yes | Yes | Yes | Yes |
| Regular updates | Yes | Yes | Yes | Yes | Yes | Yes |
| Movies in different languages | Yes | Yes | No | Yes | Yes | No |
| Interactivity of materials | Very advanced | Very advanced | Advanced | Advanced | Very advanced | Very advanced |
| Professional production | High level | High level | Medium level | Medium level | High level | High level |
Short promotional videos depicting universities’ unique features and advantages_
| SGH |
ALK |
UEK |
UEP |
UEW |
LBS |
|
|---|---|---|---|---|---|---|
| Unique features highlighted in the videos | Yes | Yes | Yes | Yes | Yes | Yes |
| Dynamic narration | Yes | Yes | Yes | Yes | Yes | Yes |
| Consistency with the university’s image | Yes | Yes | Yes | Yes | Yes | Yes |
| Specific marketing objective | Yes | Yes | Yes | Yes | Yes | Yes |
| Number of video views | Medium | High | Medium | Medium | Medium | Very high |
| Number of shares | Low | Medium | Low | Low | Low | Medium |
| Comments and engagement | Low | Low | Low | Low | Low | Low |