About this paper

Appears in:
Pages: 2321-2326
Publication year: 2019
ISBN: 978-84-09-12031-4
ISSN: 2340-1117
doi: 10.21125/edulearn.2019.0631

Conference name: 11th International Conference on Education and New Learning Technologies
Dates: 1-3 July, 2019
Location: Palma, Spain

IDENTIFYING THE SECONDARY SCHOOL GRADUATES´ PREFERENCES FOR SELECTING THE UNIVERSITY AND EFFECTIVENESS OF SELECTED MARKETING TOOLS

K. Holla, E. Sventekova

University of Zilina (SLOVAKIA)
In several countries of Central Europe we have observed a demographic decrease of the number of the secondary school graduates applying for a university study. The traditional working positions without the necessity of a university education required by the labour market have almost ceased to exist and majority of the students want to continue at a university. The Slovak Republic as a Central European country with 5.5 million inhabitants has several specifics in this area. There are 20 public universities, then 3 state and eleven private ones. Almost 30 % of the secondary school graduates continue their study at a university abroad and during recent years the Slovak universities have started competing with each in addressing the applicants. The result is the utilisation of different marketing tools by the university institutions through which the secondary school students are addressed. There are Facebook, Instagram, Youtube and many others. It is a complicated process to measure their impacts, however, there are certain methods that are effective and are able to address the current generation of the secondary school students better than other ones. The Faculty of Security Engineering at the University of Žilina had to start a new marketing strategy and the individual tools and their effectiveness are regularly assessed. This article comprises the results of the investigations and detections of the measurable indicators aimed at assessing the faculty and its study programmes from the point of view of the applicants for the reason of identifying the most effective tools for the marketing communication.
@InProceedings{HOLLA2019IDE,
author = {Holla, K. and Sventekova, E.},
title = {IDENTIFYING THE SECONDARY SCHOOL GRADUATES´ PREFERENCES FOR SELECTING THE UNIVERSITY AND EFFECTIVENESS OF SELECTED MARKETING TOOLS},
series = {11th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN19 Proceedings},
isbn = {978-84-09-12031-4},
issn = {2340-1117},
doi = {10.21125/edulearn.2019.0631},
url = {http://dx.doi.org/10.21125/edulearn.2019.0631},
publisher = {IATED},
location = {Palma, Spain},
month = {1-3 July, 2019},
year = {2019},
pages = {2321-2326}}
TY - CONF
AU - K. Holla AU - E. Sventekova
TI - IDENTIFYING THE SECONDARY SCHOOL GRADUATES´ PREFERENCES FOR SELECTING THE UNIVERSITY AND EFFECTIVENESS OF SELECTED MARKETING TOOLS
SN - 978-84-09-12031-4/2340-1117
DO - 10.21125/edulearn.2019.0631
PY - 2019
Y1 - 1-3 July, 2019
CI - Palma, Spain
JO - 11th International Conference on Education and New Learning Technologies
JA - EDULEARN19 Proceedings
SP - 2321
EP - 2326
ER -
K. Holla, E. Sventekova (2019) IDENTIFYING THE SECONDARY SCHOOL GRADUATES´ PREFERENCES FOR SELECTING THE UNIVERSITY AND EFFECTIVENESS OF SELECTED MARKETING TOOLS, EDULEARN19 Proceedings, pp. 2321-2326.
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