Wpływ działań z zakresu marketingu doświadczeń na postrzeganie usługi edukacyjnej
Influence of experiential marketing activities on the perception of educational services

Summary/Abstract: The purpose of this article is to explore the ways in which educational services are able to create positive experiences in specific areas outlined by the strategic experiential modules. The article consists of two main parts: the first presents the concept of experiential marketing and strategic experiential modules in the context of educational services, while the second part presents the results of own research (qualitative study – FGI). The study shows that the factor strongly influencing the experience of consumers of educational services are people (both teachers, administrative staff, and other students), and particularly important areas are the intellectual module and the relational one that connects and simultaneously strengthens the influence of the other modules.

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