The decision-making relating to effective marketing is less supported by operational methodologies and optimizing methods in high education sectors than in the companies. This paper presents an application of goal programming as an aid for the optimizing marketing mix elements. It describes a project undertaken at one of the Universities in Poland considering the marketing mix includes all 7Ps elements at University. The constraints are first identified based on interviews with academic experts and survey. The analytic hierarchy process method is used to select the forms of promotional activities and Activity-Based Costing method are performed to determine the costs of the activities. Then, based on constraints, the multiple-criteria-programming model is built and applied to construct the marketing mix model at university, and it was solved using LP-Solve software AMPL. A comparison between the newly designed marketing mix and the existing one in terms of each of the criteria shows that the overall objective function could be greatly improved, optimized value can be obtained, and the model can be easily applied in any other high education sectors. The consequence of using the model is the optimal selection (with existing limitations) of promotional activities, taking into account their impact on the perception of the image of the university, significant from the perspective of students and impact on profitability, which is important from the perspective of the university management.

Over the last years, there has been a significant increase in interest in sustainable development in higher education institutions, and many have begun to implement sustainable development into their system. Several sustainable development assessment tools have also been developed to help universities systematically measure, monitor, benchmark, communicate, and manage their sustainable development efforts. These efforts have led to mixed results. It seems that one of the main reasons for this situation is the non-systematic and non-holistic approach to implementing sustainable development in universities. Thus, it can be assumed that the implementation of sustainable development in a university should cover all dimensions of its functioning and involve actors within it. Therefore, the aim of this article is to present a tool (inspired by the concept of university sustainability), based on the method of multicriteria rankings, for assessing the factors influencing the implementation of sustainable development in higher education institutions at the level of departments, as relatively autonomous wholes, based on the analysis of departments at one of the leading technical universities in Poland. The proposed tool provides an opportunity for a more holistic view of sustainable development implementation, both by prioritizing factors and by considering that higher education institutions are systems that are, in fact, composed of two distinct but necessarily cooperating subsystems: the academic subsystem and the administrative subsystem. The proposal is preliminary, but it seems that given the relevance and urgency of the sustainable development issue, this is the direction to take in research on sustainable development management in higher education institutions.

Zmiana warunków funkcjonowania oraz konieczność przyjęcia orientacji rynkowej wymuszają na uczelniach podjęcie działań służących podniesieniu konkurencyjności. Jednym z nich jest zarządzanie wizerunkiem, które powinno być procesem kompleksowym, wielowymiarowym i zaplanowanym. Dlatego też celem niniejszego opracowania jest stworzenie koncepcji modelu zarządzania wizerunkiem uczelni oraz identyfikacja czynników mających wpływ na ocenę wizerunku z perspektywy studentów. Zaproponowany model został poddany weryfikacji poprzez wykorzystanie stadium przypadku uczelni prywatnej. W ramach modelu opisanych zostało 13 działań wpływających na możliwość budowania wizerunku, określone zostały ich koszty oraz wpływ na pozyskanie zakładanej liczby studentów

In recent decades, the concept of strategic management at universities has attracted more and more attention. There is a significant increase in the awareness of the importance of well-developed development concepts, both among university employees and management staff. Numerous research studies...