Abstract:
The increasing internationalization and standardization process within the Higher
Education system in the European Union requires countries like Poland to be able to quickly
adapt to the new market setting. Many new trends focus on the goal of creating a uniform
Higher Education system within the European Union in order to enhance student mobility and
exchange which helps especially Management students to widen their horizon in terms of
intercultural experiences and languages. Consequently for many Higher Education institutions
the centers of attention are the decisions and new regulations of the European Union as well
as their own countries governments. Moreover the employment market and the connected
employment requirements of companies have an input to a school’s development. Within such
a challenging environment it can be difficult for a non-public school to operate in the most
affective way satisfying all stakeholders to the fullest.
This thesis is going to present a case of a non-public Higher Education institution
which has been operating for over 16 years in a town in Southern Poland and is known for its
excellent Management studies.
The first chapter is going to introduce the school, its development, its internal
organizations and structures as well as its external environment.
The second chapter will show in more detail the development of the Higher Education
system in Poland as well as in the European Union. New trends in the Higher Education
system will be pointed out and new changes in the market will enable the reader to get a
picture of the transforming market and its consequences for Higher Education institutions.
The third chapter will analyze WSB-NLU and the Management and Marketing studies
in English within the given internal and external constrains. Major assets and resources which
give the school and the program a strong market position will be identified while unutilized
opportunities will show the inflexibility of the school and its the slow reactions to the market.
The fourth and last chapter will provide possible solutions to the discovered problems
and weak areas of the school and the English lingual studies. It will also answer the question
if student’s expectations have been fulfilled and if the program is as good as its reputation.
Personal experiences as well as the results of a questionnaire will help to evaluate the program
and its value to the students. A personal statement about the Management and Marketing
studies in English from a foreign student like the author will round up the thesis.
