DIGITAL MARKETING AND PROMOTION OF SLOVENIAN HIGHER EDUCATION STUDY PROGRAMS IN THE FIELD OF INFORMATION AND COMMUNICATION TECHNOLOGIES AT THE FIRST BOLOGNA CYCLE

ABSTRACT

This research addresses the solutions of digital and other marketing approaches in promoting programmes in the field of information and communication technologies (ICT) in Slovenia, specifically first-cycle Bologna programmes. The topic is under-researched in the Slovenian market as there are only a few universities and higher education institutions in Slovenia that offer study programmes in ICT. Moreover, the field of digital marketing and technology is evolving extremely rapidly, making it worthwhile to draw inspiration from other European, non-European, or American universities that more frequently employ these approaches. 

In the theoretical section of our research, we will therefore refer to a review of best practices from various sources and universities, and complement it with an empirical section where we will explore the desires and needs of different target groups (students, high school pupils, and marketing staff of the organisations covered), leading us to new insights and solutions for promoting ICT study programmes at the first Bologna cycle of higher education in Slovenia. For these purposes, the thesis reviews the literature, examples of practices, and conducts a survey of the target groups of higher education institutions, high school pupils, and students who participated in an open-ended questionnaire.

This empirical part of the research included both quantitative and qualitative aspects. Such a systematic approach has enabled a broader understanding of the issue, from the perspective of educational institutions, high school pupils, students, external observers, and analyses of secondary research covered in the theoretical part of the thesis. It has been shown that not only understanding the target groups is crucial but also the elements that influence the selected target groups. For example, high school pupils’ decisions as potential students are influenced by teachers, friends, and the environment, which need to be addressed and included in the composition of marketing strategies. Furthermore, besides the theoretical presentation of their academic-economic path, potential students need to be introduced to former students of the desired faculty (alumni) who are already active in the labour market and can share facts from their own experiences. It is also essential to encompass the entire spectrum and meaning of studies, which will change their life path and direct them towards lifelong learning. Among other findings, it was revealed that higher education institutions in Slovenia do not exploit all the advantages of digital marketing, which could enable precise metrics and consequently accurate targeting of target groups. They do not use advanced analytical tools and techniques that would help in determining a more exact psychographic profile of target groups and consequently in optimizing the design of marketing strategies. 

The mentioned guidelines and findings indirectly affect the deficit in ICT professionals, as, according to data from Eurostat, Slovenia is the country with the highest shortage of ICT professionals in the European Union. According to some data, about 2500 professionals are educated annually, but the demand for experts in the ICT field is twice as high. 

Keywords: digital marketing, educational marketing, higher education ICT study, recruitment marketing, target group psychology.