Lifelong learning in the digital age: An analysis of online marketing communication strategies in slovak educational institutions

This paper explores the complex education process in modern society, emphasizing lifelong learning as critical for personal and professional development. Despite challenges such as market saturation with university graduates, lifelong learning—including professional and retraining courses—emerges as a solution for enhancing employability. However, public awareness of its benefits remains limited, necessitating effective marketing communication to promote adult education. This paper analyses Slovak educational institutions' online platforms, mainly social media, for lifelong learning promotion. A mixed-method approach, incorporating institutional data and a survey of 633 Slovak participants, reveals a significant reliance on social media as an information source. Findings show that 81.67% of respondents obtain educational information online, with a strong preference for centralized profiles summarizing lifelong learning opportunities. Universities dominate as preferred providers, but untapped potential exists among secondary schools and language institutions. This study underscores the need for tailored digital marketing strategies in the educational sector, especially when targeting diverse demographic groups, including older adults. By leveraging social media and creating unified communication platforms, Slovak institutions can enhance lifelong learning engagement, addressing educational needs and societal demands.