The project in five facts.
Challenge, approach and results.
The diploma thesis examines the role of event marketing in the educational sector and explores how such activity can contribute to greater visibility and reputation of the school. As a young institution, Alphawave is still establishing itself in the local environment, making the search for effective approaches particularly important. Methodologically, the thesis is based on a combination of quantitative and qualitative methods: a survey (82 participants, 63 valid responses), an interview with the school director, and an in-depth analysis of theoretical sources. The empirical part was supplemented with self-reflection, which contributed to a more comprehensive understanding of the results and their significance for the development of the academy. The results confirm that the promotional project would significantly contribute to greater recognition and reputation of Alphawave school.
Problem
The diploma thesis examines the role of event marketing in the educational sector and explores how such activity can contribute to greater visibility and reputation of the school. As a young institution, Alphawave is still establishing itself in the local environment, making the search for effective approaches particularly important. The research shows that events transcend classic promotion, whilst also having a cultural and community dimension.
Solution and Method
Methodologically, the thesis is based on a combination of quantitative and qualitative methods: a survey (82 participants, 63 valid responses), an interview with the school director, and an in-depth analysis of theoretical sources.
Results
The empirical part was supplemented with self-reflection, which contributed to a more comprehensive understanding of the results and their significance for the development of the academy. The results confirm that the promotional project would significantly contribute to greater recognition and reputation of Alphawave school. Survey respondents recognised the event as more attractive and effective than other forms of promotion, as it offers direct personal contact, an authentic experience, and the possibility of audience engagement.
Amongst interested individuals, it would increase enrolment intention, whilst amongst the wider public it would improve opinion of the school and willingness to recommend it. The lack of alternative spaces and music events for young people was also highlighted, which opens an opportunity for Alphawave to fill a gap in the local environment and act as an incubator for new talents and creative initiatives. Amongst the research limitations, it should be mentioned that the event could not actually be carried out during the preparation of the thesis and that the sample was relatively small.
Survey respondents were reached primarily through music-oriented channels, which may indicate a slight bias towards positive assessments. Nevertheless, the results offer valuable starting points for future project implementation and contribute to the long-term development strategy of the school. The thesis shows that the future of alternative educational institutions is not tied solely to digital communication channels, but also to authentic, emotionally experienced encounters that build trust, loyalty, and a sense of belonging.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.