Ivory Tower Era is Over: Corporate communication model in the Hungarian Higher Education

Abstract

The analysis of the marketing activities of Hungarian universities has revealed that universities almost solely rely on enrolment marketing and neglect any communication with corporations, even though it is not only teaching and research that universities should deal with. Their third objective has to be the production and utilization of new knowledge to create opportunity for a new entrepreneurial role besides the traditional research and teaching.
The paper attempts to introduce a communication model used by universities in their knowledge-marketing activity which supports the most effective flow of knowledge of the Third Generation Universities and provides a unique mixture of business-to-business, nonbusiness and social marketing.