Social media in the marketing activity of polish higher education institutions – the results of the research
The article focuses on the effects of the implementation of the Law on Higher Education of Sept. 1990, such as the creation of a free market of educational services in the field of higher education, including the product, the demand and the student as the client. It also hints at the need for higher education institutions to carry out marketing activity, with special emphasis on the activity online due to the common digitalisation of marketing, as well as the specific target group, the so-called generation Z, which stays online all the time.