Due to increasing competitiveness, both profit-oriented companies and non-profit organizations must engage in promotional activities. Successful promotion is also important in secondary schools, where attracting high-quality students is crucial. In this context, it is essential that various stakeholders participate in the promotion of the school. In Slovenia, no research has yet been conducted to examine which stakeholders are the most important in promoting secondary schools and how they should be involved in a meaningful way. In my research, I focus on involving different stakeholders in the promotion of a secondary school. As a case study, I selected the Gimnazija Franceta Prešerna in Kranj, which has been engaged in promotional activities for over 10 years. In my master’s thesis, I conducted 13 in-depth interviews with various stakeholders, based on which I identified different groups of internal and external stakeholders who play a key role in promoting the selected school. The aim of the research is to determine which stakeholders are most involved in the school’s promotion and in what ways they are willing to engage more actively. The analysis of the in-depth interviews shows that the promotion of schools requires the involvement of multiple stakeholders, and it is essential to understand each stakeholders role in the promotional process and their attitude towards being involved in it. The central stakeholders are revealed to be the school leadership, current students, teachers, parents of current students, and primary school pupils. The leadership is responsible for managing promotional activities, current students are the ones most trusted by primary school pupils, and teachers are the foundation of the school’s good reputation. The study also finds that parents serve as an important supporting pillar, although they are not particularly interested in being more actively involved in promotion.
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