„Student jako klient” – dylemat procesu marketyzacji współczesnych uczelni
Student as customer – the dilemmas connected with the process of marketisation of contemporary universities

Summary/Abstract: The aim of the article is to analyze the dilemmas connected with the process of marketisation of contemporary universities, with particular emphasis on the role of the student as a university client. The article presents selected aspects of the author’s research o charakterze jakościowym conducted among representatives of sixteen Polish public and private universities (Deputy Chancellors for marketing and development of the university or departments managers responsible for marketing of the University) concerning the process of marketisation and marketing of higher education institutions related to the issue of the role of students discussed in the article. Interviews were carried out by an individual interviews (In Deph Inteviews) in the period from 2015–2017.

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