Professional paper

Proposition of Strategy for the use of Social Media for the Military Study Programs

Nikola Prgomet

Abstract

This paper deals with the analysis and research of the possibilities of using social networks as a tool for promoting military study programs. By analyzing the situation and social networks, the author reveals the necessity and frequency of using social networks in marketing communication where advertising is the goal, especially when the target public consists of young people. Furthermore, based on the analysis, the author emphasizes the strong need to launch digital marketing of military study programs on suitable social networks, proposes and describes the strategy (mode of operation and management) of this type of promotion. Based on the observed decline of public interest to join the Croatian Armed Forces (CAF), with special emphasis on military study programs, the importance, and shortcomings of promotion at the Croatian Defense Academy is noticed as a potential area for advancement and growth of the institution. This situation is a result of inefficiency of the system to recognize the importance of digital marketing and give it necessary attention and improvement. Amid the COVID-19 pandemic, there has been a need to turn to and develop new spheres of marketing within the CAF that have not been developed enough so far - primarily referring to social networks and digital marketing.

Keywords

Strategy, social networks, digital marketing, advertising military study programs, Croatian Defense Academy, alluring personnel, military study programs

Hrčak ID:

269545

URI

https://hrcak.srce.hr/269545

Publication date:

29.12.2021.

Article data in other languages: croatian

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