Ana Krstić, Snežana Lazarević

This case study analyzes the results of the questionnaire which aimed to test to which extent certain integrated marketing communication instruments affect the decision-making process of potential students regarding the choice of a higher education institution, which was the subject of study. The questionnaire was carried out on a yearly basis, during the 2013/14 school year entry exam period, and the candidates were for the first time allowed to opt for several offered options. The questionnaire was not anonymous. The obtained responses underwent qualitative processing and analysis in this paper. The sample consisted of 85 respondents (candidates) of both genders, and the research showed that certain marketing communication activities which the higher education institution had applied during its promotional campaign had a significant impact on the choice of institution for continuing further education. The obtained results confirmed that word of mouth communication continues to represent the most efficient means of integrated marketing communication, and that certain instruments, such as Internet marketing (web pages, Facebook and similar), continue to gain in significance, especially among the young

Keywords: Higher education institution, integrated marketing communication instruments, word of mouth communication, advertising, Internet marketing, public relations

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