Vol. 13 No. 84 (2024)
Articles

Lifelong learning in the digital age: An analysis of online marketing communication strategies in slovak educational institutions

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  • Peter Plavcan,
  • Javer Gusejnov,
  • Martina Konecna,
  • Maros Vince,
  • Martin Peczar,
  • Franz Steinau,
  • Jens Weber,
  • Marc Weber
Peter Plavcan
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Professor in Educational Technology, Rector, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Javer Gusejnov
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Ph.D. Student in Public Policy and Public Administration, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Martina Konecna
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Ph.D. Student in Public Policy and Public Administration, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Maros Vince
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Ph.D. Student in Public Policy and Public Administration, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Martin Peczar
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Ph.D. Student in Public Policy and Public Administration, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Franz Steinau
Danubius University, Sladkovicovo, Slovakia.
Author Biography

Ph.D. Student in Public Policy and Public Administration, Faculty of Public Policy and Public Administration, Danubius University, Sladkovicovo, Slovakia.

Jens Weber
Comenius University, Bratislava, Slovakia.
Author Biography

Ph.D. Student in European Studies and Policies, Faculty of Social and Economic Sciences, Comenius University, Bratislava, Slovakia.

Marc Weber
Comenius University, Bratislava, Slovakia.
Author Biography

Ph.D. Student in European Studies and Policies, Faculty of Social and Economic Sciences, Comenius University, Bratislava, Slovakia.

DOI: https://doi.org/10.34069/AI/2024.84.12.2

Published 2024-12-30

Keywords

  • Lifelong Learning, Online Marketing Communication, Social Media Strategies, Adult Education, Slovak Educational Institutions.

How to Cite

Plavcan, P., Gusejnov, J., Konecna, M., Vince, M., Peczar, M., Steinau, F., Weber, J., & Weber, M. (2024). Lifelong learning in the digital age: An analysis of online marketing communication strategies in slovak educational institutions. Amazonia Investiga, 13(84), 28–42. https://doi.org/10.34069/AI/2024.84.12.2

Copyright (c) 2025 Peter Plavcan, Javer Gusejnov, Martina Konecna, Maros Vince, Martin Peczar, Franz Steinau, Jens Weber, Marc Weber

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This paper explores the complex education process in modern society, emphasizing lifelong learning as critical for personal and professional development. Despite challenges such as market saturation with university graduates, lifelong learning—including professional and retraining courses—emerges as a solution for enhancing employability. However, public awareness of its benefits remains limited, necessitating effective marketing communication to promote adult education. This paper analyses Slovak educational institutions' online platforms, mainly social media, for lifelong learning promotion. A mixed-method approach, incorporating institutional data and a survey of 633 Slovak participants, reveals a significant reliance on social media as an information source. Findings show that 81.67% of respondents obtain educational information online, with a strong preference for centralized profiles summarizing lifelong learning opportunities. Universities dominate as preferred providers, but untapped potential exists among secondary schools and language institutions. This study underscores the need for tailored digital marketing strategies in the educational sector, especially when targeting diverse demographic groups, including older adults. By leveraging social media and creating unified communication platforms, Slovak institutions can enhance lifelong learning engagement, addressing educational needs and societal demands.

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