Marketing szkół wyśszych – nowe wyzwania strategiczne
Marketing of universities – new strategic challenges

Summary/Abstract: This paper presents new strategic marketing challenges faced by Polish universities. These challenges are analyzed in the context of territorial marketing. The author argues that marketing strategies of universities should be elaborated in close relationship with marketing of cities and regions. The best universities should have great influence on the future development of cities and regions. They play also an important role in the positioning of cities and regions and in their international branding strategies. Moreover, they influence the process of attracting innovative individuals and foreign and national investors. Marketing strategies of universities should be shaped in synergy with development strategies of cities and regions. In Poland, this kind of synergy still has to be developed and stimulated in future.

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