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

Autori
Lulić Lukša, Rocco Sanja, Luburić Goran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of Proceedings, 45th International Scientific Conference on Economic and Social Development, XIX ISC 2019 / Vinogradova, M. ; Tankovic, A. ; Pavelin, G. - Varaždin : VADEA, 2019, 287-293

Skup
45th International Scientific Conference on Economic and Social Development – XIX International Social Congress (ISC 2019)

Mjesto i datum
Moskva, Ruska Federacija, 17.10.2019. - 18.10.2019

Vrsta sudjelovanja
Plenarno

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
branding, high education, media, student population, trends

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA