UWARUNKOWANIA DECYZJI PODEJMOWANYCH PRZEZ NABYWCÓW USŁUG EDUKACYJNYCH W POLSCE NA TLE TENDENCJI MIĘDZYNARODOWYCH
CONDITIONS OF DECISION MAKING PROCESS BY CUSTOMERS OF EDUCATIONAL SERVICES IN POLAND COMPARED TO INTERNATIONAL TRENDS

Summary/Abstract: The phenomenon of educational services’ commercialization, especially at the post-secondary level shows that it is necessary to intensify marketing activities, which are subject to coherent strategy of the entire, often consisting of many various units, supplier of those services. The major goal of the article was an identification of major factors standing behind prospective students’ decisions referring to the choice of a post-secondary education. According to the authors’ empirical research findings carried out on the sample of 342 persons, implementation of innovative methods of acquiring an increasingly demanding clientele becomes essential especially nowadays when the recipients of those activities are representatives of the segment referred to as Generation Y. It is not enough to monitor the dynamics of the current attitudes of Millennials to the educational offer – one should penetrate their world, to understand the motives, and to design marketing communication tools for these demanding recipients.

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