Esettanulmány: Egyetemi felvételi kampány kommunikációja a Z generációval
Case Study: University Admission Campaign’s Communication with the Generation Z)

Summary/Abstract: One of the main strategic targets on the communication’s activity on the Hungarian line of the Babeș-Bolyai Universitiy isto organise and implement the annual admission campaign. The following academic year’s admission campaign is realised onseveral promotional platforms and channels during the actual university year, and it is typically organised arround promotionalevents. The campaign’s target group are those young high school students, who are planning to continue their studies; in thiscase those who are born after 1995, and are called, in the generational marketing, the Z generation or ”Digital Natives.”This case study aims to present the 2018-2019 university admission campaign activity based on the methodology of thepublic relation campaigns. The analysis elaborates the defi nition of the target group, the applied channels and platforms toreach the audience and their expected eff ect.

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