Vloga spletnih promocijskih aktivnosti pri vpisu v srednjo šolo: primer Gimnazije Franceta Prešerna Kranj : primer Gimnazije Franceta Prešerna Kranj

Ahčin, Kaja (author), Golob, Urša (mentor)

Marketinško komuniciranje je vse okoli nas, vse bolj ga uporabljajo tudi izobraževalne ustanove, zato da bi privabile nove študente ali dijake. Diplomsko delo raziskuje spletne promocijske aktivnosti in njihovo vlogo pri vpisu osnovnošolcev v srednje šole. Za primer sem vzela Gimnazijo Franceta Prešerna Kranj (GFP). Namen diplomskega dela je bil ugotoviti, kakšni segmenti dijakov glede na uporabo družbenih omrežij obiskujejo GFP in kako pomembne so za njih spletne promocijske aktivnosti in informacije pri odločitvi za vpis. Empirični del temelji na zbiranju podatkov s spletno anketo med dijaki in polstrukturiranimi intervjuji z ravnateljico šole in vodjo promocijskega tima. Rezultati so pokazali, da so spletne promocijske aktivnosti vsekakor pomembne za dobro prepoznavnost in ugled šole. Dijaki družbena omrežja in spletne strani opredeljujejo kot manj pomemben vir informacij oz. manj pomemben dejavnik, saj so še vedno bolj naklonjeni tradicionalnim oblikam komuniciranja, kot so predstavitve na informativnih dnevih ali priporočila družine, prijateljev in znancev.

• Language: Slovenian
• Keywords: spletne promocijske aktivnosti, pomembni viri informacij, dejavniki, ki vplivajo na vpis, družbena omrežja, marketinško komuniciranje
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [K. Ahčin]
• Year: 2021
• Number of pages: 81 str.
• PID: 20.500.12556/RUL-128290
• UDC: 37.091.212.1:339.138(497.4)(043.2)
• COBISS.SI-ID: 74302723
• Publication date in RUL: 08.07.2021

AHČIN, Kaja, 2021, Vloga spletnih promocijskih aktivnosti pri vpisu v srednjo šolo: primer Gimnazije Franceta Prešerna Kranj : primer Gimnazije Franceta Prešerna Kranj [online]. Bachelor’s thesis. Ljubljana : K. Ahčin. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=128290

Secondary language

• Language: English
• Title: The role of online promotional activities in middle school enrolments: the case of Secondary school France Prešeren Kranj : diplomsko delo

Abstract

Marketing communications can be found all around us and they are also being increasingly used in educational institutions, with the intention of attracting new students. This degree paper is focused on the research of online promotional activities and their role in the enrolment of primary school students into middle schools. For my study case I have chosen the Secondary school France Prešeren Kranj (GFP). The purpose od this degree paper was to find out which student segments are to be found in GFP, considering their use of social media, and how important is the role of promotional activities and shared information of the secondary school in the decision to enrol into secondary school. The empirical part is based on collecting data between students with the help of an online survey and halfstructured interviewes with the school principal and the leader of the promotions team. The results have shown that online promotional activities are by all means important for good recognisability and reputation of the school. Otherwise the students are defining social media and web sites as a less important source of information or a less important factor, because they are still more fond of traditional ways of communicating, such as presentations during information days or recommendations of family members, friends and acquaintances.

• Keywords: online promotional activities, important sources of information, factors influencing the enrolment, social media, marketing communications