THE ROLE OF ONLINE ADVERTISING IN THE PROMOTION OF HIGHER EDUCATION INSTITUTION IN TUZLA CANTON
THE ROLE OF ONLINE ADVERTISING IN THE PROMOTION OF HIGHER EDUCATION INSTITUTION IN TUZLA CANTON

Summary/Abstract: The development of the Internet has advanced the possibilities of online advertising through the World Wide Web, e-mail and social networks. For higher education institutions it is well-known that in developed economies they were aside for a number of years when it comes to the application of modern marketing, and for a long time they did not perceive, nor did they notice marketing as a business philosophy. Therefore, the subject of this research paper is online advertising of higher education institutions in Tuzla Canton area. The aim of the paper was to identify the role of online advertising in the promotion of higher education institutions in Tuzla Canton, which conduct similar study programs as the International Business Information Academy Tuzla, and also students’ attitudes toward online advertising in the above mentioned higher education institutions. The methodology of this paper includes methods of analysis and synthesis in order to present the previous theoretical and empirical knowledge established in the field of online advertising of higher education institutions. It was found that online advertising contributes to better promotion of higher education institutions rather than advertising on traditional media,. The results of the research represent a suitable framework for the planning and implementation of marketing activities of higher education institutions in Tuzla Canton, with a special focus on online advertising.

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