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System komunikacji wizualnej jako narzędzie public relations szkoły wyższej

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a group of ways, techniques and tools, by which a university com- municates with its social environment and determines, together ZLWKRWKHUIDFWRUVDQLPDJHRIDXQLYHUVLW\7KHDUWLFOHLVDWKHRUH- WLFDOUHÁHFWLRQRQWKHUROHRIWKHV\VWHPRIYLVXDOLGHQWLÀFDWLRQLQ

VKDSLQJWKHLPDJHRI3ROLVKXQLYHUVLWLHV,WSUHVHQWVDOVRWKHÀQ- dings of empirical research on that issue, carried out by the au- WKRU7KHUHVHDUFKZDVGRQHLQ\HDUDQGE\PHDQVRI

DTXHVWLRQQDLUHIRUPXQLYHUVLWLHVRIGLIIHUHQWW\SHZHUHH[DPL- ned, including universities with diverse scope of educational pro- gram, size and location.

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