Evaluation of Selected Online Image-Building Activities By Polish Universities

Abstract The purpose of this paper is to identify the online tools used by Polish universities and analyse what extent these are for image-related, communication, marketing purposes. Based on our own analyses desk research, we listed then compared selected image-related activities carried out higher education institutions rated as Poland’s top in “Perspektywy Ranking”. We also extended analysis world’s universities, based Webometrics ranking, identified a clear difference trends. were evaluated terms their impact position market.