Marketing i Rynek 10/2024

The COVID-19 pandemic has presented significant challenges for universities, their leadership, faculty, and students globally, necessitating rapid adaptation to an unprecedented situation. This paper examines how students evaluate the organization and execution of online classes at three types of Polish higher education institutions: economics universities, management faculties at universities and management faculties within technical universities. The study employed the Computer-Assisted Web Interviewing (CAWI) method, with a sample of 2,832 participants. The results of our study suggest that the most positively rated aspects included access to online consultations, the availability of course materials, and the supportive attitudes of instructors. Conversely, the lowest-rated aspects were the involvement of business practitioners in online classes, knowledge assimilation during remote learning, and the offering of open lectures. An analysis of variance revealed statistically significant differences among the surveyed student groups. Furthermore, the likelihood of students recommending their institutions to peers was assessed. The results showed a prevalence of promoters over detractors in the overall sample, with economics universities displaying a positive Net Promoter Score (NPS). 

The main objective of this paper is to identify neurodiversity management solutions implemented in selected Polish organisations. In 2022 one of the leading Polish newspapers announced a contest for Polish companies to vote for the best Polish employer. The results of the contest were examined in this research paper within the framework of the case study analysis. There were five categories considered in the contest. However, only Category 5 was related to neurodiversity management and it was duly taken into account. Category 5 went with the heading: "For the implementation of ESG solutions – for employee engagement in sustainability processes, for transparent policies on employee communication". The analysis allowed for the identification of scarcity of Polish companies ready to implement neurodiversity management practices. Following the results of the study suggestions are presented for companies to facilitate neurodiversity inclusion for creation of work environment in which both neurominorities and neurotypicals can flourish thus contributing to organizational success. 

Sentimental tourism, which refers to journeys to one's birthplace or ancestral homeland, gained prominence in East- Central Europe after 1980 in the context of post-war geopolitical divisions. It focuses on emigrants and their descendants, with emotional ties to the homeland shaped by the circumstances and timing of their emigration. This article examines the role of craftsmanship as a marketing tool in promoting sentimental tourism in the Opole Silesia region, where interest in this type of tourism has been declining, especially among younger generations. The hypothesis suggests that craftsmanship, as a tangible representation of cultural heritage, can effectively support the development of sentimental tourism. Findings indicate that craftsmanship, by enhancing the authenticity of experiences and fostering connections with local culture, has the potential to revitalize sentimental tourism. Collaboration with local artisans, including the German minority, and organizations, can enable more effective promotion while engaging the local community and preserving the cultural heritage of the region.

The article analyses the quality of strategic communication among Polish managers in the context of R&D and the recognition and reception of institutions supporting innovation and technology in Poland. The study considers media information sources used by entrepreneurs for strategic communication. The article investigates what information and sources are key for Polish managers in the management process and how R&D institutions supporting enterprise development are perceived. The study used descriptive statistics to outline the presence of state R&D institutions in the strategic communication of Polish enterprises.

When a consumer thinks about a product, i.e. a purchased good or service, he is usually aware of just the object or an activity is performed for him. However, one may ask why, among many similar products, often with similar prices, the customer chooses this particular one? The consumer wants to meet his needs while achieving the highest possible level of satisfaction. From the marketing point of view, various elements of the product may have value for the customer, often those that their manufacturer is not directly aware of. The research problem in this article is the question of what elements the product structure of a dental service consists of, taking into account changes caused by the COVID-19 pandemic. The aim of the article is to answer the question of what elements and values of the product are offered by the seller and, consequently, may influence the buyer's decision to purchase a medical service in a dental office. The work uses a case study of a dental service in the post- COVID period combined with the participant observation method.