Event marketing as advanced form of promotion on educational market

• Autorzy: Jakub Wolny
• Języki publikacji: EN

Abstrakty

EN

Higher student mobility, expectations and awareness causes extraordinary completion on the market and thus creates need for modern, advanced forms of promotion addressed to certain specific audience. As potential students are very proactive target there are dozens of opportunities to interacts and conducts suc- cessful promotional campaigns. The aim of this article is to define the core of event marketing and possibilities it delivers in promotion mix of HEI. The article is divided into 4 Sections. The first section brings the possibility of events division. It also tackles the issue of events objectives, indicating fac- tors that should be met in order to achieve these goals. The next part describes the concept of services and explores the issues of the educational services market in the European Union, which is necessary in order to gain information about the environment in which the University of Economics in Katowice operates. The last section is devoted to the promotional activities of the university, carried out with event marketing and evałuation of those actions. 1. Global development of event marketing Heritage of event marketing goes beyond the beginnings of civilisation, the first use of events to achieve a specific objective can be dated baclc to the times in which people started living in clusters. Before the invention of writing, events were solely treated as actions of a promotional naturę and had a limited scope sińce it served only to a smali isolated communities. One of the earliest known meeting places for us is Stonehenge, as an example of organising the religious events (English Heritage, 2016). With the development of mankind, and the advent of civilisation, the force of events as a means of influence steadily in- creased. Proof of it is the creation of the famous Colosseum in Rome (and vari- ous other locations on the lands conąuered by the Romans). (fragment of text)

Słowa kluczowe

EN

Event marketing; Education; Marketing communication

PL

Marketing wydarzeń; Edukacja; Komunikowanie marketingowe

• Czasopismo: Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2017
• Tom: Challenges for marketing in 21st century
• Strony: 102--121

Twórcy

autor

Jakub Wolny

• University of Economics in Katowice, Poland

Bibliografia

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