SPLETNO OGLAŠEVANJE V VISOKOŠOLSKEM PROSTORU – ANALIZA IZBRANIH TUJIH FAKULTET
WEB ADVERTISING IN HIGHER EDUCATION - ANALYSIS OF SELECTED FOREIGN FACULTIES

Author(s): Tina Vukasović
Subject(s): Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: web advertising; trademark; higher education space;
Summary/Abstract: The concept of brands is rapidly spreading from the product markets to the service markets, where we meet the service brand. What helped the most was the growing and faster development of service activities, as well as increased competition on the market of their providers. Widespread mention of the use of service marks is being enforced in all business areas, especially in higher education. The latter is also proven by the results of the annual survey, which shows the ranking of the most prestigious universities in the world. "Being comparable to related institutions abroad has become a postulate of the modern higher education space, in which consumers of educational services choose between various educational options in the broadest sense of the word, they could even say "shopping" (choosing a program, higher education institution, etc.). In the research, using the benchmarking method, we analyzed the online advertising and online presence (online) of selected higher education institutions around the world: we identified the platforms on which the selected faculties advertise online, identified the forms of online advertising used by the selected faculties in communicating on the market, and analyzed the key contents of the online advertising/online presence of the selected faculties.

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