Title Uloga digitalne marketinške komunikacije visokih učilišta Title (english) The Role of Digital Marketing Communication of Higher Education Institutions Author Luna Guštin-Predolac Mentor Erik Ružić (mentor)Committee member Dragan Benazić (predsjednik povjerenstva)Committee member Erik Ružić (član povjerenstva)Committee member Danijela Križman (član povjerenstva)Granter University of Pula Defense date and country 2023-09-25, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U današnjem globalnom poslovnom okruženju, digitalna marketinška komunikacija
sve više dobiva na važnosti kao neophodna komponenta za postizanje uspjeha u
različitim industrijama. Posebno u kontekstu visokog obrazovnog sektora, digitalna
marketinška komunikacija igra ključnu ulogu u privlačenju i angažiranju ciljne publike,
odnosno studenata. Digitalna marketinška komunikacija pruža prilagodbu poruka
korisnicima, olakšavajući brzo širenje kampanja putem društvenih medija. Također,
omogućava organizacijama da mjerljivo prate kampanje u stvarnom vremenu i
optimiziraju ih na temelju podataka. Koristi različite kanale, poput e-maila, mobilnog
marketinga, web stranica i društvenih mreža, kako bi bolje ciljala različite publikacije i
platforme. Osim toga, digitalna komunikacija često pruža bolji povrat ulaganja i veću
kontrolu nad troškovima. S rastućim brojem korisnika interneta i društvenih medija,
digitalna marketinška komunikacija omogućava organizacijama da dosegnu
potencijalne klijente diljem svijeta. Digitalna marketinška komunikacija je ključna za
privlačenje i održavanje studenata na visokim učilištima u današnjem digitalnom
dobu. Studenti provode značajno vrijeme online, posebno na internetu i društvenim
mrežama, što čini digitalnu komunikaciju neizostavnom marketinškom strategijom. U
okviru ovog diplomskog istraživanja postavljen je cilj analizirati učinkovitost digitalnih
marketinških komunikacija u promociji visokih učilišta i procijeniti percepciju
studenata prema ovom obliku marketinga. Pristup ovom problemu bio je temeljen na
primjeni anketnog upitnika kako bi se dublje razumjelo stajalište studenata prema
digitalnom marketingu koji koriste visoka učilišta. Također, istraživanje je obuhvatilo
analizu digitalnih marketinških praksi i strategija primijenjenih od strane Fakulteta
ekonomije i turizma "dr. Mijo Mirković" u Puli u svrhu privlačenja i zadržavanja
trenutnih i potencijalnih studenata. Kroz ovo istraživanje, cilj je bio pružiti dublji uvid u
konkretnu primjenu digitalnog marketinga na visokom učilištu te identificirati moguće
smjernice i poboljšanja u praksi digitalne marketinške komunikacije u obrazovnom
sektoru. Analizom rezultata dobivenih istraživanjem, dolazi se do zaključka, da je
potrebno unaprijediti digitalnu strategiju, kao što su SEO, marketing na društvenim
mrežama, e-mail marketing i mobilne aplikacije. Na taj način visoka učilišta mogu
postati konkurentnija i održivija u ovom digitalnom okruženju. Također je važno da pažljivo balansiraju svoje prisustvo na različitim digitalnim platformama i brinu o
svojoj online reputaciji kako bi očuvali vjerodostojnost i pouzdanost.
Prilagodbom digitalnih marketinških komunikacija, visoka učilišta mogu efikasno
promovirati svoje programe i događanja, istovremeno jačajući identitet institucije i
potičući aktivnu interakciju sa studentima. Ovo poboljšava ukupno iskustvo studenata
i doprinosi dugoročnom uspjehu visokih učilišta u modernom obrazovnom sektoru.
Abstract (english) In today's global business environment, digital marketing communication is gaining
increasing importance as a necessary component for achieving success in various
industries. Especially in the context of the higher education sector, digital marketing
communication plays a crucial role in attracting and engaging the target audience,
namely students. Digital marketing communication provides the customization of
messages to users, facilitating the rapid dissemination of campaigns through social
media. It also enables organizations to measure campaigns in real-time and optimize
them based on data. It utilizes various channels such as email marketing, mobile
marketing, websites and social networks to better target different publications and
platforms. Furthermore, digital communication often provides a better return on
investment and greater cost control. With the growing number of internet and social
media users, digital marketing communication allows organizations to reach potential
clients worldwide. Digital marketing communication is key to attracting and retaining
students at universities in today's digital age. Students spend significant time online,
especially on the internet and social media, making digital communication an
essential marketing strategy. In the context of this graduate research, the goal was to
analyze the effectiveness of digital marketing communications in promoting
universities and assess students' perception of this form of marketing. The approach
to this problem was based on the application of a survey questionnaire to gain a
deeper understanding of students' attitudes towards digital marketing used by
universities. Additionally, the research included an analysis of digital marketing
practices and strategies applied by the Faculty of Economics and Tourism "dr. Mijo Mirković" in Pula to attract and retain current and potential students. Through this
research, the aim was to provide deeper insights into the specific application of digital
marketing at a university and identify possible guidelines and improvements in the
practice of digital marketing communication in the education sector. By analyzing the
results obtained from the research, it is concluded that there is a need to enhance
the digital strategy, such as SEO, social media marketing, email marketing, and
mobile applications. In this way, universities can become more competitive and
sustainable in this digital environment. It is also important for them to carefully
balance their presence on various digital platforms and maintain their online
reputation to preserve credibility and reliability. By adapting digital marketing
communications, universities can effectively promote their programs and events while
strengthening the institution's identity and encouraging active interaction with
students. This enhances the overall student experience and contributes to the long-
term success of universities in the modern education sector.
Keywords
digitalna marketinška komunikacija
visoka učilišta
digitalni mediji
digitalni marketing
digitalna strategija
Keywords (english)
digital marketing communication
universities
social media
digital marketing
digital strategy
Language croatian URN:NBN urn:nbn:hr:137:846564 Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2024-11-29 11:32:02
