The Analysis of Students’ Expectations as a Marketing Challenge of a Modern University
The Analysis of Students’ Expectations as a Marketing Challenge of a Modern University

Summary/Abstract: The present paper discusses students’ expectations regarding the university andthe course of studies. The objective of the study was to diagnose these expectations and assess the utility of results of the study in marketing operations of universities. The paper is theoretical and empirical in character. The theoretical part outlines the issue of marketing in the context of educational services of a modern university. The empirical part discusses results of own studies which describe students’ expectations regarding individual universities. On thebasis of empirical studies, the paper formulates practical guidelines for universities aiming to improve their educational offer and consolidate their cooperation with students. The analysis encompassed factors determining the pursuit of higher education, sources of information about the university and difficulties encountered in contacts with it

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