PROMOTION OF POLISH HIGHER EDUCATION INSTITUTIONS: EUROPEAN APPROACHES AND PRACTICES

Abstract

The article focuses on the peculiarities of the promotion of educational services by institutions of higher education in Poland. A number of types of promotion, in particular academic mobility, affecting the popularization of higher education institutions on the international market are considered. The importance of forming educational programs for foreign students in English is emphasized.

The importance of international cooperation between higher education institutions of European countries has been proven. In particular, the specifics of the involvement of Polish universities in the "Erasmus+" program, which provides the opportunity to study, undergo an internship or teach in another country, were investigated. The special role of "Polish-Ukrainian cooperation of representative organizations of rectors to improve the activities of higher education institutions" was revealed. The key aspects of the "National Agency for Academic Exchanges", which contributes to the internationalization of Polish universities, are presented. It has been established that an important element of the agency's activity is support for the dissemination of research results at the international level, so that the work has a chance to contribute to global scientific progress.

The importance of forming a positive image of higher education institutions is emphasized. The main advantages of studying in Poland have been studied. The role of digital media and Internet marketing in the promotion of Polish universities is considered. It has been proven that in the era of globalization, universities must adapt their promotional strategy to new realities in order to reach the market of applicants and be more attractive than competitors.

The conclusion indicates that the modern market of educational services requires proper attention to the promotion of higher education institutions. Further prospects for scientific research consist in an in-depth analysis of approaches to the promotion of higher education in Poland and Europe in general, consideration of new educational initiatives and the study of further scientific interactions between Polish higher education institutions and international partners.