Дигитални рекламни кампании при набиране на международни студенти в Медицински университет – Варна
Digital Advertising Campaigns for International Student Recruitment at Medical University – Varna

Summary/Abstract: In order to be relevant, to reach the maximum number of narrowly targeted audiences, and to achieve maximum results in promoting the specializations offered by higher education institutions, it is necessary to adapt to the digital world of the young generation. A clear positioning in the online space and the subtle use of marketing tools to advertise and attract students would be effective only after a good analysis of the environment and of the results of the already implemented campaigns. The report aims to illustrate the range of outcomes of digital advertising among prospective healthcare students. It also aims to analyze the success rate of each of the digital campaign channels and thus serve as a guide for subsequent marketing efforts in the field of international student recruitment. It covers a complex of digital advertising campaigns on social networks and Google, used to attract foreign students for the Master's programs in medicine, dentistry, and pharmacy at the Medical University in Varna. A marketing tool for the promotion of English-speaking majors at MU-Varna - The landing page is considered. To this end, a landing page has been created that showcases three Master's programs - Medicine, Dentistry and Pharmacy. Four other countries were also targeted locally - Norway, Sweden, Ireland, and India (Kerala). During the campaign, social media channels Facebook, Instagram and Google keyword optimization were used. A detailed analysis of the campaign results is presented, which would be useful for HEIs, community organizations, and others.

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