The main subject of the master's thesis was the analysis of the communication of educational opportunities to older adults. In marketing, communication is an important step in the decision-making process of choosing a service activity, education of older adults included. While the proportion of older adults has increased at an accelerating rate, participation in educational programmes has remained relatively low. To increase the participation of older adults in educational activities, Slovenia has adopted the Resolution on the National Programme of Adult Education in the Republic of Slovenia 2021-2030 (2022), a set of measures to promote communication and raise awareness about the importance of education in all ages among the population. Adopting an integrated marketing communication approach and considering the specificities of service activities are recommended for establishing coherent communication. Knowledge of the communication process elements makes it possible to achieve greater communication effectiveness. The latter was the subject of the study. The quantitative survey results (n = 302) showed that more than half of the respondents had received training in the last three years, most commonly to learn more about the field. In many cases, non-participation was a result of the COVID-19 pandemic. Most of the respondents trusted information from close relatives and experts the most. They valued educational institutions that had a positive attitude towards the participants and acted ethically and transparently. Most respondents were aware of the Lifelong Learning Weeks national promotion campaign. However, less than half had seen the poster (2022). Overall, they considered that they were relatively good at finding information. They would find at least two sources of information to decide whether to participate in training. Regarding the characteristics of the messages, the respondents enjoyed humorous appeals and preferred personal appeals to using celebrities in communication. The focus group participants held positive attitudes towards education for older adults, citing personal interest as the main reason for participating. They emphasized that they had ways of finding information while putting forward ideas on how to promote the education of older adults. Although its findings cannot be generalized, the survey can serve as a starting point for further research on marketing communications elements needed to effectively communicate educational opportunities for older adults.
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