期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2012
期号：5
页码：91-103
语种：English
出版社：The Institute of Aviation
摘要：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.
