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.
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