Abstract:

At present, providers of higher education in Slovakia are continually struggling with the declining number of students. This problem is caused by demographic changes in the structure of the population of Slovakia and the migration of young people due to their higher willingness to study at foreign universities, which in many cases are better presented in the eyes of young people than traditional Slovak universities. The selected department in which we operate has long struggled with the problem of the low number of students entering the first year of bachelor's study. This generation actively uses the Internet daily. If the department wants to be successful, it must be present on the Internet. Some marketing activities of our department are focused on promoting itself through websites. To know if these activities are meaningful, the department needs to measure its success. Therefore, this paper aims to analyze how websites have influenced students in choosing study programs provided by a selected department. Research also shows whether students consider this type of marketing communication, through websites, to be an essential element of promoting the education provided by the Slovak universities. The results of this research serve as a basis for the selected department in formulating its marketing strategy aimed at attracting new students.

Keywords:

Higher education, online marketing activities, study program, website.