The Use of Video Marketing in the Communication Strategy of Business Universities

	SGH Warsaw School of Economics	ALK Kozminski University	UEK Krakow University of Economics	UEP Poznan University of Economics and Business	UEW Wroclaw University of Business and Economics	LBS London Business School
YouTube Subscribers	4.9 K	3.33 K	1.53 K	1.87 K	1.02 K	290 K
Instagram Followers	15 K	17 K	56.3 K	8.3 K	8.5 K	136 K
Facebook Followers	61 K	47 K	38 K	37 K	39 K	359 K
LinkedIn Followers	142 K	79 K	67 K	54 K	60 K	556 K

1 Source: based on information gathered from business universities’ social media platforms, as of Nov. 25, 2024

Table 2.

Campus presentation and infrastructure.

	SGH Warsaw School of Economics	ALK Kozminski University	UEK Krakow University of Economics	UEP Poznan University of Economics and Business	UEW Wroclaw University of Business and Economics	LBS London Business School
Videos with aerial shots	Yes	No	Yes	Yes	Yes	No
Virtual walks	Yes	No	No	No	No	No
Lecture halls	Yes	Yes	Yes	No	Yes	Yes
Recreational spaces	Yes	Yes	Yes	Yes	Yes	Yes
Regular updates	Yes	Yes	Yes	Yes	Yes	Yes
Movies in different languages	Yes	Yes	No	Yes	Yes	No
Interactivity of materials	Very advanced	Very advanced	Advanced	Advanced	Very advanced	Very advanced
Professional production	High level	High level	Medium level	Medium level	High level	High level

1 Source: this table (and subsequent tables) based on the universities’ websites (Warsaw School of Economics, 2024; Kozminski University, 2024; Krakow University of Economics, 2024; Poznan University of Economics, 2024; London Business School, 2024; Wroclaw University of Economics, 2024), as at August 5, 2024.

Table 3.

Interviews with lecturers and students.

	SGH Warsaw School of Economics	ALK Kozminski University	UEK Krakow University of Economics	UEP Poznan University of Economics and Business	UEW Wroclaw University of Business and Economics	LBS London Business School
Interviews with lecturers	Yes	Yes	Yes	Yes	Yes	Yes
Interviews with students	Yes	Yes	Yes	Yes	Yes	Yes
Academic achievements	Yes	Yes	Yes	Yes	Yes	Yes
Students’ experiences	Yes	Yes	Yes	Yes	Yes	Yes
Content	High	High	Above the average	Above the average	High	Very high
Languages of the interviews	Polish English	Polish English	Polish	Polish	Polish English	English

1 Source: based on the universities’ websites, as at August 5, 2024.

Table 4.

Recordings of cultural and scientific events.

	SGH Warsaw School of Economics	ALK Kozminski University	UEK Krakow University of Economics	UEP Poznan University of Economics and Business	UEW Wroclaw University of Business and Economics	LBS London Business School
Open days	Yes	Yes	Yes	Yes	Yes	Yes
Conferences	Yes	Yes	Yes	Yes	Yes	Yes
Student festivals	Yes	Yes	Yes	Yes	Yes	Yes
Cultural events	Yes	Yes	Yes	Yes	Yes	Yes
Live broadcasts	Yes	Yes	Yes	Yes	Yes	Yes
Availability of online recordings	Yes	Yes	Yes	Yes	Yes	Yes
Participation in international campaigns	Yes	Yes	Yes	Yes	Yes	Yes

1 Source: based on the universities’ websites, as at August 5, 2024.

Table 5.

Short promotional videos depicting universities’ unique features and advantages.

	SGH Warsaw School of Economics	ALK Kozminski University	UEK Krakow University of Economics	UEP Poznan University of Economics and Business	UEW Wroclaw University of Business and Economics	LBS London Business School
Unique features highlighted in the videos	Yes	Yes	Yes	Yes	Yes	Yes
Dynamic narration	Yes	Yes	Yes	Yes	Yes	Yes
Consistency with the university’s image	Yes	Yes	Yes	Yes	Yes	Yes
Specific marketing objective	Yes	Yes	Yes	Yes	Yes	Yes
Number of video views	Medium	High	Medium	Medium	Medium	Very high
Number of shares	Low	Medium	Low	Low	Low	Medium
Comments and engagement	Low	Low	Low	Low	Low	Low

1 Source: based on the universities’ websites, as at August 5, 2024.

Authors

Metrics

Articles in this issue

DOI: https://doi.org/10.2478/minib-2024-0021 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503

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Language: English, Polish

Page range: 49 - 64

Submitted on: Oct 24, 2024

Accepted on: Dec 4, 2024

Published on: Dec 30, 2024

Published by: ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION

In partnership with: Paradigm Publishing Services

Keywords:

higher education institutions,

e-marketing,

marketing communications,

social media,

video marketing

JEL:

M31,

M37,

I23

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Key competences in scholarly research

© 2024 Mirosława Pluta-Olearnik, Alisa Hasiak, published by ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 54 (2024): Issue 4 (December 2024)