Eureka! Institutional Repository

The aim of this thesis is to determine the actions of the digital presence of public vocational training institutes (DIEK) mainly through social media, to determine the purchasing intention of prospective students and to measure the value of the products offered through applied digital marketing. The research includes the study of the modern literature on the marketing activities of educational organizations on social media and the value of the products offered by vocational training organizations through digital marketing as well as primary quantitative research with the use of a structured questionnaire. 101 potential and existing students participated in the empirical research, while the data were processed with the use of SPSS. Based on the results of the research, there are significant shortcomings and gaps in the digital marketing strategy and especially in the digital identity and image presented by the DIEK in social media. Measures and actions should be taken to facilitate interaction with potential students, enhance word of mouth and increase the buying intent of the public. Specifically, DIEKs can specialize in the market segments to focus on to ultimately increase the attractiveness of vocational education and training. In conclusion, it is worth mentioning that women evaluate marketing actions more positively on social media, men better understand the value of DIEK products and services, people aged 51-60 respond better and evaluate DIEK marketing actions more positively, while people aged 41-50 better understand the value of the product offered. Also, high school graduates evaluate more positively the actions of DIEK on social media, while people with little professional experience evaluate more the marketing actions of DIEK on social media.