Łukasz Sułkowski

Faculty of Management and Social Communication, 

Jagiellonian University, Poland

lukasz.sulkowski@uj.edu.pl

ORCID 0000-0002-1248-2743

Rankings in Students’ decision-making process in Poland – implications for university management

Bogdan Gregor

Faculty of Management, University of Lodz, 

Poland 

bogdan.gregor@uni.lodz.pl

ORCID 0000-0003-1681-2073

Dominika Kaczorowska – Spychalska

Faculty of Management, University of Lodz, 

Poland

dominika.spychalska@uni.lodz.pl

ORCID 0000-0002-2566-0297 

Abstract. Universities become increasingly complex and varied market players. Commercialization of education market changes their current position while forcing to redefine the orientation from traditional academic values towards business models. Building a market advantage enforces the necessity to undertake actions that are directed at consumer-related values. It is the consumer who, on the one hand, becomes a key stakeholder of activities performed by universities, and on the other one, a partner. As a result, university transforms in an ecosystem of mutual multidimensional relations between its employees and students. It evolves while seeking subsequent factors of success and unique values. Its position in rankings becomes a reflection of the effectiveness of undertaken strategies and actions determining future decisions of its consumers – students. The paper is of empirical-theoretical nature and its aim is to identify the role of rankings in students’ decision-making processes with a particular focus on the conditions for managerial processes implemented by universities. The discussion is based on the relevant literature and the empirical studies’ results.

Received: January, 2020

1st Revision: April, 2020

Accepted: August, 2020

DOI: 10.14254/2071-8330.2020/13-3/19

JEL Classification: I23, D91, C44

Keywords: higher education management, university rankings, consumers, decision-making process