Students’ Perceptions and Satisfaction in Evaluating Communication Channels

The research examines effective communication strategies in higher education, focusing on their role in improving the market positioning of higher education institutions (HEIs). The study explores key communication channels, such as social media, email marketing, and events, with-in comprehensive marketing strategies. The results highlight the importance of tailoring communication to specific target audiences, including prospective students, current students, and alumni. The research analyzes student perceptions and satisfaction with their academic experience at the College of Social Work in Belgrade, using the Net Promoter Score (NPS) as a key metric for service quality evaluation. Findings indicate that flexibility in study options and the quality of teaching staff are critical factors in student satisfaction, while the institution’s website had a significant influence on student perceptions. In contrast, social media played a lesser role in student engagement. The conclusions emphasize the need for tailored com-munication strategies to attract and retain students.