Conditions, Contemporary Importance and Prospects of Higher Education Marketing on the Example of Polish Universities

The aim of the article is to present selected aspects of contemporary marketing of Polish universities. Particular attention was paid to determinants of functioning of universities as a part of the European Higher Education Area, their marketing activities, the modern sense of marketing of these market actors, and the perspectives of its development. The purpose of the article was realized based on the analysis of secondary sources and primary research of authors. Research carried out for the purpose of this article are qualitative in nature and was carried out by In-Depth Interviews among about 14 representatives of Polish universities.