Abstract:

Every university in Slovakia faces high competition in recruiting new students. Slovak universities not only compete with each other, but also face external competition from neighboring countries. From a long-term perspective, the situation in Slovakia faces the migration of young people for studies abroad at foreign universities. Faced with these problems, every university in Slovakia tries to fight for every new student. Online marketing became a tool for attracting new students during the COVID-19 pandemic. Therefore, the aim of this paper is to analyze the effectiveness of online marketing activities of a selected university department. Primary research was carried out for the purpose of fulfilling the aim of the article. The method of primary research was inquiry by questionnaire. Addressed sample of respondents were newly admitted students of the selected university department. The data obtained from the analysis were compared with the conclusions of the same analysis that was conducted last year. Based on the comparison, an evaluation was made of how the university department has improved or deteriorated in the implementation of its online marketing activities. Conclusions of the research provide information on the basis of which the university department can identify the shortcomings of its online marketing activities. It is also possible to say that this article can be a model for other educational institutions, according to which they can carry out similar research aimed at examining the effectiveness of its online marketing activities.

Keywords:

Online marketing, effectiveness of online marketing activities, inquiry by questionnaire.