UFI provides free academic course positioning exhibitions in the Marketing Mix
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In order to ensure that exhibitions continue to be recognised and appreciated for their true value in the marketing mix, UFI, the Global Association of the Exhibition Industry, has worked closely with the University of Cooperative Education, Ravensburg, Germany, to develop a focussed eight-hour curriculum for use by professors in introductory level university courses.
The programme is designed to introduce students in marketing, communications, b2b, PR and business administration classes to the unique role played by exhibitions throughout history in the promotion of business relations, products and services.
In today’s dynamic marketing communications environment, exhibitions rank number one for demonstrating the benefits of products and services and for building relationships with customers and prospects.
Ruud van Ingen, UFI President, explained that, “through this course, it is UFI’s intention to position the exhibition sector at the head of the MarCom medley of available media vehicles – and to do this with students who have a targeted interested in exhibition related subjects.”
UFI promotes the trade fair and exhibition industry worldwide. Via its 294 member organisations, and 42 national and international professional associations, UFI is present in 72 countries in 162 cities on 5 continents. Members are responsible for the management and operation of over 4,500 exhibitions around the world.
