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Title:Digitalni marketing in promocija slovenskih visokošolskih študijskih programov s področja informacijskih in komunikacijskih tehnologij prve bolonjske stopnje : diplomsko delo visokošolskega strokovnega študijskega programa prve bolonjske stopnje Spletne in informacijske tehnologije
Authors:ID Stepanović Brodschneider, Aleksandar (Author)
ID Mertik, Matej (Mentor) More about this mentor... New window
ID Čas, Vanja (Comentor)
Files:URL https://d.cobiss.net/repository/si/files/210625027/144611/Stepanovi%C4%87_Brodschneider_Aleksandar_dd_2024.pdf/terms
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:UAMEU - Alma Mater Europaea University
Abstract:Raziskava obravnava rešitve digitalnih in ostalih marketinških pristopov pri promociji študijskih programov s področja informacijskih in komunikacijskih tehnologij (IKT) v Sloveniji, in sicer programov prve bolonjske stopnje. Tematika je na slovenskem trgu malo raziskana, saj imamo v Sloveniji le nekaj univerz in visokošolskih zavodov, ki izvajajo študijske programe s področja IKT, po drugi strani pa se področje digitalnega marketinga in tehnologije spreminja izredno hitro, zato se kaže zgledovati po drugih evropskih, neevropskih oziroma ameriških univerzah, ki te pristope uporabljajo pogosteje. V teoretični sekciji naše raziskave se bomo zato navezovali na pregled dobrih praks različnih virov, univerz, hkrati pa jo bomo nadgradili z empirično sekcijo, kjer bomo raziskali želje in potrebe različnih ciljnih skupin (študentje, dijaki in kader za marketing zajetih organizacij), kar nas bo privedlo do novih vpogledov in rešitev pri promociji študijskih programov IKT na prvi bolonjski stopnji visokošolskega študija v Sloveniji. Med ostalim je bilo ugotovljeno, da visokošolske institucije v Sloveniji ne izkoriščajo vseh prednosti digitalnega marketinga, s katerimi bi lahko izvajali natančne metrike in posledično natančno targetirali ciljne skupne, saj ne uporabljajo naprednejših analitičnih sredstev in tehnik, ki bi pripomogle k določanju eksaktnejšega psihografskega profila ciljnih skupin in posledično k optimiziranemu oblikovanju marketinških strategij. Navedene smernice in ugotovitve posredno vplivajo tudi na deficit poklica na področju IKT, saj je prav Slovenija, po podatkih Eurostata, država z največjim pomanjkanjem IKTstrokovnjakov v Evropski uniji, saj jih uspe izobraziti le okoli 2500, vendar so potrebe po strokovnjakih na področju IKT vsaj 2-krat večje.
Keywords:digitalni marketing, edukacijski marketing, visokošolski IKT-študij, marketing novačenja, psihologija ciljne skupine
Place of publishing:Koper
Place of performance:Koper
Publisher:A. Stepanović Brodschneider
Year of publishing:2024
Year of performance:2024
Number of pages:[8] f., 52 str., [80] f. pril.
PID:20.500.12556/ReVIS-11649 New window
COBISS.SI-ID:210625027 New window
UDC:339.138:004.738.5(043.2)
Publication date in ReVIS:05.05.2025
Views:231
Downloads:0
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Secondary language

Language:English
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. 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


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