Educational fairs as a form of promotion of higher education institutions

- Marcin Gębarowski, Ph.D.

The upcoming decline in birth rates combined with increasing numbers of high school leavers deciding to study abroad force Polish universities to engage in intense marketing activities. Educational fairs are one of the instruments allowing for effective communication with future students. However, in order to take full advantage of the participation in educational fairs, universities need to be well prepared by applying the rules of exhibition marketing and taking into account the specific character of educationoriented exhibition events. The main goal of this paper is to identify the characteristic features of educational fairs. A good understanding of the character of educational fairs will help universities to significantly improve the effectiveness of exhibition activity. Another crucial factor determining the effectiveness of fair events dedicated to higher education is the behaviour of exhibitors. In view of the above, this paper sets out to define conditions for effective communication with high school leavers on the one hand and to identify typical mistakes made by the exhibition personnel. Additionally, the work offers an overview of educational fairs organized in Poland including ways in which they have been impacted by the rise of the Internet.

Marcin Gębarowski, Ph.D. – is an assistant professor at Rzeszów University of Technology where he holds the Chair of Marketing at the Faculty of Management. For many years he has been dealing with the issues of fairs and trade exhibitions. His doctoral work was devoted to the role of fairs in marketing. He has published over 70 articles concerning detailed aspects of fair appearance organization. He is the author of „Współczesne targi. Skuteczne narzędzie komunikacji marketingowej”. Besides trade fairs, he is also interested in territorial marketing, merchandising, advertising and non-standard forms of promotion.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 226/2012
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