Katarzyna Mazur-Kulesza

This article presents the history and present of a unique part of the city, which is the University Hill, the highest hill of Opole, located within the Old Town. It is 165 m above sea level. It used to be called the Limestone Hill (Kalgberg) because a quarry and limestone pit existed here in medieval times. This place with its architecturally charming building, is steeped in the legend of St. Adalbert and the historical tradition of a university inserted into the walls of a Dominican monastery. The space of University Hill around the complex of historic buildings is filled with galleries of works of art and artistic sculpture, statues, plaques, columns, obelisks and monuments of cultural and historical significance. It is also here, on the eastern side of the hill, that the second gallery – of the creators of Polish song – is located. The grave and sculpture of Senator Edmund Osmańczyk are located in this special place in Opole. The aim of the article is to present the history and monuments of the University Hill, which will allow Opole citizens and tourists to get to know the history of this place better. The publication emphasises the importance of the beautifully arranged corner of Opole with its salvaged monuments, which have become part of the city’s history and culture and have been preserved as a lasting national heritage.

This paper discusses the question of building the awareness and strengthening the positive image of the brand of the Museum of Opole University in the local community. The main goal is to become familiar with the process of evoking in visitors’ minds certain associations and emotions unambiguously identified with a positive image of the brand of the Museum and the University. A separate section has been dedicated to the analysis of the relationship between the historic building of the Collegium Maius, where the Museum is located, and the exhibition space endowed with the proper graphic layout referring to the history and culturally active role of the University. The paper discusses the forms and principles of the cooperation between the Museum and the local society and the academic environment. The Museum of the Opole University has been presented as a space of the exposition of the brand heritage, which is a part of the historical, artistic, scientific, cultural, and business value, in order to enhance its emotional influence and its role in the integration process within the local society.