engleski

Application of New Trends in Monitoring Media by the Student Population for Brand Strategy

New generation of student population consumes less traditional media and is more digitally active than the previous. Electronic media use includes e-mail, instant messaging (IM), cellular phone communication, social-networking sites (SNSs), video or online games, and television or movie viewing on different platforms. The purpose of this paper is to research changes in habits of students in consuming media on a case study of a business school, in order to develop an effective brand strategy which is of great importance in the competitive environment of Croatian private high education. For that reason, the marketing department of the business school continuously monitors changes in consumption of media, traditional as well as digital, for every new generation of its students, conducting internal surveys from the academic year 2013/2014. A comparative analysis of surveys from undergraduate first year students was undertaken for different groups, according to their age. The results concerning the continuous consumation of certain media content from the academic year 2018/2019 have also been compared with those of previous academic years. The results of the comparative analysis among groups of students show changes and trends in habits, as well as differences according to their age. New generations of students tend to frequently serach for news and other information on electronic media while older groups of students still also follow traditional media. The results have been implemented in the branding and communication strategy of the institution as well as in developing future study programs. The case study deals with the data about students from only one business school. To get more relevant data, future research should be expanded and include other high education institutions in Croatia or even from the region.

branding, high education, media, student population, trends

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