Oglaševanje zasebne fakultete X

diplomsko delo univerzitetnega študija Organizacija in management delovnih sistemov

Katja Podlogar Kos (Author), Goran Vukovič (Mentor), Miha Marič (Co-mentor)

Abstract

Zaostrena konkurenca na področju visokošolskega izobraževanja, predvsem v družboslovnih vedah, sili visokošolske organizacije, da nenehno proučujejo svoje okolje in iščejo najučinkovitejše načine oglaševanja. V posebnem položaju so zasebne visokošolske organizacije, ki imajo podeljene koncesije za izvajanje izobraževalnega in raziskovalnega dela. V diplomskem delu smo v prvem delu proučili teorijo na področju marketinga in oglaševanja, v nadaljevanju pa raziskali obstoječe oglaševalske aktivnosti zasebne fakultete X. Z anketnim vprašalnikom, danim v izpolnjevanje študentom, smo ugotavljali primernost oglaševalskih medijev za oglaševanje študijskih programov zasebne fakultete X. S pomočjo analize smo potrdili oziroma ovrgli zastavljena raziskovalna vprašanja in hipoteze. Pomembni odgovori na vprašanje, ali se zasebna fakulteta X zadosti oglašuje, so pokazali, da le nekaj več kot polovica vprašanih meni, da je oglaševanje zasebne fakultete X zadostno, malo manj kot polovica pa, da se zasebna fakulteta X premalo oglašuje. Rezultat je ključnega pomena, saj je kazalnik, da moramo vse napore usmeriti v temeljito proučitev oglaševalskih medijev, ki jih je smotrno uporabljati za večjo prepoznavnost in povečan vpis študentov. Nadaljnja raziskava je pokazala, da so nekateri tradicionalni oglaševalski mediji še vedno pomembni, med njimi so tiskani mediji in radio, vse večji pomen pa imajo novejši oglaševalski mediji, vezani na sodobno tehnologijo in internet. Trenutno zelo aktualna in vidna medija sta oglaševanje na družabnih omrežjih kot tudi oglaševanje na različnih, bolj obiskanih spletnih straneh. Pri tem pa ne gre pozabiti na spletno stran organizacije. Namreč naša raziskava je pokazala, da so si kandidati pred odločitvijo za vpis ogledali spletno stran zasebne fakultete X in si s tem ustvarili prvo mnenje. Po predstavitvi rezultatov smo podali predloge za bolj učinkovito oglaševanje zasebne fakultete X. Vsekakor predlagamo, da več napora vložijo v novodobne oglaševalske medije, kot je oglaševanje na družabnih omrežjih in svetovnem spletu. Velik pomen pri samem izvajanju oglaševalskih aktivnosti pa imajo ljudje, ki to delo opravljajo. Pri izvajanju teh aktivnostih so zelo pomembni znanje in strokovnost ter čas oziroma hitra odzivnost. Zato mora zasebna fakulteta X dobro razmisliti, ali bo omenjene aktivnosti sposobna opravljati sama, ali ima znotraj organizacije ustrezen kader ali pa naj delo preda zunanjim izvajalcem, ki so za področje oglaševanja podjetij oziroma organizacij posebej usposobljeni.

Keywords

marketing v izobraževanju;marketinški splet;promocija oziroma marketinško komuniciranje;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[K. Podlogar Kos]
UDC:	339.138
COBISS:	7730451
Views:	813
Downloads:	64
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ADVERTISING OF PRIVATE FACULTY
Secondary abstract:	The increased competition within higher education, particularly in the field of social science, forces higher education organisations to constantly examine their environment and search for the most effective means of advertising. Private higher education organisations which are awarded concessions for carrying out educational and research work are in a special position. In the first part of my diploma thesis we examined marketing and advertising theory, then continued by researching the existing advertising activities of the X private faculty and, with the help of a questionnaire survey carried out among students, we determined the suitability of the advertising media for advertising study programmes of the X private faculty. Using an analysis, we confirmed and refuted the posed research questions and hypotheses. Important answers to the question whether the X private faculty has sufficient advertising indicated that only a little over half of respondents believed that the advertising was sufficient, while a little less than half thought that the private faculty did not have enough advertising. This result is of key importance, as it is an indication that all efforts must be put into the thorough examination of advertising media to be used to achieve a higher level of recognition and student enrolment. Further research showed that some traditional advertising media such as print media and the radio are still important, while the role of new advertising media linked to modern technology and the Internet is growing continuously. A very current and visible media at the moment is social network advertising, as well as advertising on various popular websites. The organisation’s website is another aspect that should not be overlooked, as our study showed that candidates viewed the faculty’s website before deciding to enrol, therefore their first impression was of this. Following the presentation of results, we gave suggestions on how the X private faculty could achieve more effective advertising. We definitely recommend that it invests more efforts into modern advertising media such as advertising on social networks and online. The people who perform these advertising activities also play an important role. In the execution of these activities, expertise and professionalism play a key role, as well as time and good responsiveness, which is why the X faculty must consider whether they are able to carry out these activities themselves and has suitable people for this job, or should it use an outside agency that is specially qualified for the advertising of companies and organisations.
Secondary keywords:	Marketing in Education;Marketing Mix;Promotion;Advertising;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	57 f.
ID:	9150841