Marketing versus University Social Responsibility
Marketing versus University Social Responsibility5

Summary/Abstract: The subject of the study pertains to issues associated with marketing and university social responsibility. The paper is of theoretical and empirical character. The theoretical section outlines concepts associated with marketing and university social responsibility. The empirical section discusses results of own studies. It also attempts to verify the hypothesis that the pursuit of social responsibility by universities may result in specific marketing outcomes being achieved. The paper outlines the results of a survey study among students representing two universities in Lublin region. The analysis encompasses students’ opinions regarding the educational offer and experiences linked with students’ progress through education. The study aimed to identify the aspects of students’ experiences correlated with the level of their loyalty towards the university and satisfaction with studying. The diagnosis of such experiences may offer grounds for improving the educational offer, and thus, become a valuable source of advantage on the competitive education market.

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