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Publications that matched query:: [Abstract = "A large competition on the education market, a decreasing number of students and candidates, make that contemporary universities are facing new challenges. One of them is making an integrated marketing activity aimed at creating their image among all stakeholders (both internal and external) as an attractive, competitive and distinctive from others Universities. The aim of the study is to indicate the factors shaping an image of Universities among selected target groups (especially future and current students). The article presents the results of pilot studies, carried out among students and graduates, about shaping the image of the university."]