THE IMPACT OF PROMOTION ON STUDENTS CHOICE FOR UNIVERSITY STUDY AT UNIVERSITY OF MARIBOR, FACULTY OF ORGANIZATIONAL SCIENCES

Namen izobraževalnih ustanov je, da omogočijo ljudem zadovoljevanje potreb po izobraževanju. Z naraščanjem števila visokošolskih zavodov na trgu izobraževalnih storitev nastaja vse večja konkurenca. Vsaka izobraževalna institucija si skuša pridobiti čim večji ugled, zato si pomaga tudi s promocijskimi aktivnostmi. Izobraževalna ustanova, ki se tržno obnaša, mora ugotavljati potrebe in povpraševanja, na podlagi tega pa pripravljati, razvijati in uvajati nove izobraževalne storitve. V sklopu marketinških aktivnosti mora predvsem pravočasno in konkurenčno oblikovati marketinški splet, proučevati konkurenco in stalno spremljati tržišče. Da to doseže, so potrebne tržne raziskave, razvoj novih konkurenčnih storitev in učinkovita promocija. V diplomskem delu smo obravnavali razkorak med predvidenim in dejanskim vpisom na univerzitetne študijske programe Fakultete za organizacijske vede Univerze v Mariboru in ugotavljali razloge za nastale razlike. Med zainteresiranimi za študij smo z analizo odgovorov ugotavljali, katere promocijske aktivnosti, ki jih fakulteta izvaja, v največji meri vplivajo na odločitev za študij. Pri predstavitvi rezultatov smo navedli tudi predloge za izboljšavo dosedanjega stanja promocije študija in študijskih programov fakultete. Za večjo prepoznavnost v okolju in posledično boljši vpis na študijske programe je nujno, da fakulteta dogodke, ki jih organizira, oglašuje v medijih. Pomemben vpliv na dijakovo odločitev za študij imajo tudi predstavitve študija in študijskih programov fakultete na informativnem dnevu. Pri promociji študija in študijskih programov je pomembno, da fakulteta vsebino predstavitve prilagodi dijakovemu razumevanju, izpostavi praktičnost pridobljenih znanj v času študija in možnosti zaposlitve po zaključenem študiju.Educational institutions meet the needs for education. An increasing number of higher education institutions on the educational market brings about stronger rivalry. Every educational institution strives for better reputation by using promotional activities. A market-driven educational institution has to establish the customer needs and demands, and plan, develop and introduce new educational services accordingly. As part of marketing activities it has to shape the marketing mix timely and competitively, research its competition, and continuously watch the market. To achieve all that market research, development of competitive services, and effective promotion are needed. The thesis addresses the gap between the forecast and the actual enrolment in university level courses at the Faculty of Organizational Sciences, University of Maribor as well as the reasons for these differences. By analysing the responses of student candidates we examined which promotional activities performed by the faculty have the strongest impact on students’ enrolment decisions. The presentation of results also includes suggestions of how to improve the current situation of promoting the study as wells as different courses of study at the faculty. In order to raise recognisability and consequently the enrolment, it is essential for the faculty to promote its events in the media. Moreover, high school students’ decisions for enrolling in the faculty depend heavily on the presentation of study and courses held on the Information Day. Finally, in promoting the study and courses it is important for the faculty to adjust the content of the presentation to the students’ understanding, underline the practicality of acquired qualifications, and employment opportunities after graduation