Instruments and promotion activities of the Universities in the context of recruitment campaign according to the students? opinions

The purpose of this article is the analysis of the elements of the recruitment process used by the selected Polish and foreign universities, with particular emphasis on promotional instruments and ongoing activities used by them. The key role in the article on the undertaken topic will be played by the students? opinions, the addressees of the Universities? promotional activities.The starting point for discussion will be presenting the conditions of the functioning of modern universities (including demographic, legal and international conditions), market trends of higher education and its structure of entities. Furthermore, attention will be also paid to the directional offer of the Polish universities, preferences and other selected aspects in the candidates? decision-making process in relation to the expectations of the employers towards universities and graduates.The discussed issues will be the basis of the analysis of cover recruitment promotional campaigns with special deference to the instruments and measures used in the promotion, but also in relation to their content and forms of promotional media. This article will present the students? opinions of two Universities obtained thanks to the application of the qualitative research method - FGI (Focus Group Interview). Four student groups (two groups of students of the I and II degree studies ? of the University of Szczecin and Rzeszow University of Technology) will take part in the research. National and foreign secondary sources and professional experience of the authors of this article will also be used in the paper.