Berki Bianka – Kéri Anita (2023): Hatékony marketingkommunikáció kialakítása a felsőoktatási intézmények körében kreatív kiscsoportos megkérdezés segítségével. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 19–29. DOI:10.62561/EMOK-2023-02

DOI

https://doi.org/10.62561/EMOK-2023-02

Authors

• Bianka, Berki. Szegedi Tudományegyetem, Gazdaságtudományi Kar.
• Anita, Kéri. Szegedi Tudományegyetem, Gazdaságtudományi Kar.

Abstract

Building effective marketing communications for higher education institutions with the help of creative groups

The media consumption habits of today's young generation have changed, and their visual perceptions are different from previous generations. Therefore, in order to develop an effective marketing strategy for higher education institutions, it is essential to get to know the specific characteristics of this target group. The aim of the current research is to explore how higher education institutions need to communicate effectively towards the members of generation Z. Due to the exploratory nature of the study, a qualitative creative group was used. During the creative group, the aim was to get to know the media consumption habits of the target group better. The study also intended to reveal their visual perceptions and to get a comprehensive picture of their thinking, opinions and attitudes on the above-mentioned topics. The group studied was Generation Z students from the Faculty of Economics and Business Administration of the University of Szeged. Results show that the sample is characterized by multitasking and categorization of social media platforms. In case of the examined creatives, it is attractive for the target group to indicate different options even with a QR code on the creatives. In case of advertisements, the image of the university, and pictures of students and lecture halls laughing together in harmony should be emphasized. The research results can contribute to a more unified marketing communication and the development of a more effective marketing strategy at the university at hand.

creative group focus group higher education marketing gen Z media consumption habits visual perceptions

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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