Strengthening the Brand Awareness of the Alphawave Music School through a Promotional Event
Digital Marketing (HND) & Commerce (SCHE)
The thesis examines the role of event marketing in the educational sector and explores how such activities can enhance the visibility and reputation of the Alphawave Music School.
As a young institution, Alphawave is still establishing its position in the local environment, which makes finding effective promotional strategies particularly important.
The study shows that events go beyond traditional promotion, carrying both cultural and community dimensions.
Methodologically, the thesis combines quantitative and qualitative approaches: a survey (82 participants, 63 valid responses), an interview with the school’s director, and an analysis of theoretical sources. The empirical part was complemented by an auto-reflection that provided a broader understanding of the findings and their relevance to the school’s development.
The results confirm that the proposed promotional project would significantly enhance Alphawave’s brand awareness and reputation. Respondents viewed the event as more attractive and effective than other forms of promotion, as it enables personal contact, authentic experience, and audience engagement.
For interested individuals, it would increase the intention to enroll, while for the wider public, it would improve the school’s image and likelihood of recommendation. The lack of alternative venues and events for young people also highlights an opportunity for Alphawave to fill this gap in the local scene and act as an incubator for new talents and creative initiatives.
Among the study’s limitations, it should be noted that the event could not be carried out during thesis preparation and that the sample was relatively small. Respondents were reached mainly through music-oriented channels, which may suggest a slight bias toward positive responses.
Nevertheless, the results provide useful guidance for future implementation and contribute to the school’s long-term strategy. The thesis shows that the future of educational institutions lies not only in digital channels but also in authentic, emotionally engaging experiences that build trust, loyalty, and belonging.
