University and city marketing - the cases of Poznań, Wrocław and Kraków. Model approach

  • Kamil Glinka University of Wrocław
Keywords: university marketing, city marketing, place marketing, cooperation, model approach


The analysis focuses on the functional connection between university marketing and city marketing. Therefore, the main aim of the article is to reconstruct the model of marketing cooperation of Poznań, Wrocław and Kraków and their biggest universities: the Adam Mickiewicz University, the Wrocław University of Technology and the Jagiellonian University. The use of three methods (case study, comparative analysis and content analysis) as well as the authorial, five-element model allows one to measure the level of the institutionalization of the cooperation. The choice of Poznań, Wrocław and Kraków is not accidental and results from the fact that the three cities are the leaders of place marketing in Poland. On the other hand, the biggest universities of these cities are some of the best and the most established in the country

Author Biography

Kamil Glinka, University of Wrocław

PhD Candidate

scientific interests: local communities


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How to Cite
Glinka, K. (2017). University and city marketing - the cases of Poznań, Wrocław and Kraków. Model approach. Journal of Education Culture and Society, 7(1), 256-272.