WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW
The background of the paper is place marketing, as a concept of territorial unit management aimed at customer satisfaction. In the paper it was underlined that one of the key factors that contemporary cities need for their development is human capital. Furthermore the author of the paper refers to p...
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| Format: | Article |
| Language: | English |
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Wydawnictwo SGGW - Warsaw University od Life Sciences Press
2013-12-01
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| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1342 |
| _version_ | 1797645100771180544 |
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| author | Sebastian Brańka |
| author_facet | Sebastian Brańka |
| author_sort | Sebastian Brańka |
| collection | DOAJ |
| description | The background of the paper is place marketing, as a concept of territorial unit management aimed at customer satisfaction. In the paper it was underlined that one of the key factors that contemporary cities need for their development is human capital. Furthermore the author of the paper refers to place marketing publications to present the idea of city markets, where cities compete for gaining necessary resources. It is worth mentioning that the current competition between the cities is of global range. Therefore investors, new residents and tourists (being major markets for the cities to compete) choose cities from all over the world to meet their expectations. In the article special stress is made on students as a potential source of city’s new inhabitants. In the consecutive parts of the paper the author introduces the conclusions from a 2011 research supervised by the author and conducted on a significant group of students of Cracow University of Economics. The purpose of the research project was to identify the factors increasing attractiveness of the city for settling down after university graduation. The students were asked on their plans regarding their permanent residence after graduation and factors stimulating the decision to stay in the same city. |
| first_indexed | 2024-03-11T14:41:10Z |
| format | Article |
| id | doaj.art-7b8eba09c53b405a80ddb7be1142d9fb |
| institution | Directory Open Access Journal |
| issn | 2081-3430 2544-0640 |
| language | English |
| last_indexed | 2024-03-11T14:41:10Z |
| publishDate | 2013-12-01 |
| publisher | Wydawnictwo SGGW - Warsaw University od Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj.art-7b8eba09c53b405a80ddb7be1142d9fb2023-10-30T15:12:13ZengWydawnictwo SGGW - Warsaw University od Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402013-12-0110(59)WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOWSebastian Brańka0Uniwersytet Ekonomiczny w Krakowie, Wydział Zarządzania, Katedra Handlu i Instytucji RynkowychThe background of the paper is place marketing, as a concept of territorial unit management aimed at customer satisfaction. In the paper it was underlined that one of the key factors that contemporary cities need for their development is human capital. Furthermore the author of the paper refers to place marketing publications to present the idea of city markets, where cities compete for gaining necessary resources. It is worth mentioning that the current competition between the cities is of global range. Therefore investors, new residents and tourists (being major markets for the cities to compete) choose cities from all over the world to meet their expectations. In the article special stress is made on students as a potential source of city’s new inhabitants. In the consecutive parts of the paper the author introduces the conclusions from a 2011 research supervised by the author and conducted on a significant group of students of Cracow University of Economics. The purpose of the research project was to identify the factors increasing attractiveness of the city for settling down after university graduation. The students were asked on their plans regarding their permanent residence after graduation and factors stimulating the decision to stay in the same city.https://pefim.sggw.edu.pl/article/view/1342city marketingstudents as a target market in city marketingretaining graduates as new resident of university cities |
| spellingShingle | Sebastian Brańka WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW Polityki Europejskie, Finanse i Marketing city marketing students as a target market in city marketing retaining graduates as new resident of university cities |
| title | WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW |
| title_full | WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW |
| title_fullStr | WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW |
| title_full_unstemmed | WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW |
| title_short | WHY DO THE UNIVERSITY GRADUATES SETTLE DOWN IN THE UNIVERSITY TOWN? POTENTIAL IMPLICATIONS FOR CITY MARKETING -THE CASE OF CRACOW |
| title_sort | why do the university graduates settle down in the university town potential implications for city marketing the case of cracow |
| topic | city marketing students as a target market in city marketing retaining graduates as new resident of university cities |
| url | https://pefim.sggw.edu.pl/article/view/1342 |
| work_keys_str_mv | AT sebastianbranka whydotheuniversitygraduatessettledownintheuniversitytownpotentialimplicationsforcitymarketingthecaseofcracow |