Abstract:

Slovak higher education is struggling with a steady decline in the number of students. Because of this, every college and university struggles to attract every high school student who is interested and wants to get into college or university. Each high school student has different reasons for deciding to continue their education. So the question is, what factors influence young people in choosing a college? For the purpose of answering the research question thus formulated, the paper aims to identify these factors. For the purpose of achieving the stated objective, the findings of the questionnaire inquiry are presented in the paper. The respondents who participated in the research are first year college students, who by their age (and also attitudes) represent the target group of graduating high school students. The results of the research indicate answers to the research question and provide a framework for further similarly oriented research that can be conducted not only by higher education institutions operating in Slovakia, but also globally by any other higher education institution that is interested in conducting marketing advertising campaigns aimed at recruiting new students. The results of the research also serve as a basis for the implementation of a number of different advertising campaigns targeted according to the factors identified by the research, oriented not only for offline marketing and advertising activities (posters, billboards, print media), but also for online marketing and advertising activities (advertising on social networks, advertising in Google networks).

Keywords:

Segmentation, Marketing campaigns, University propagation, University marketing communication.