Abstract:

The dominant belief that universities are entities that should finance their activities, as well as other entities present on the market, means that all marketing and image techniques that can provide this state have become everyday management in the university. Sometimes, universities are subsidized by the state to some extent, and the amount of this subsidy is associated with complicated calculations[1], but generally does not exceed - as in the case of higher education in Poland, 50 percent of the total annual costs of doing business, and the final amount depends on many elements, including cost intensity, number of students, scale of scientific research, etc.

[1] Regulation of the Minister of Science and Higher Education of February 2012 on the rules for the distribution of subsidies from the state budget for public and private universities: http://www.bip.nauka.gov.pl/