Communication channels consumption across awareness building, information search and school choice - perspectives from the VET sector in Kosovo

This study aims at understanding the channels through which the students have become aware, the channels which they used to search for information on the schools, and the key factor that pushed them to apply for a given school. Through primary data research with n=788 respondents who are currently enrolled in VET across eight schools in Kosovo, the study has identified the critical importance of word-of-mouth through family & relatives, and friends in generating awareness for a given school and sharing information on the school offering. As critical elements to decide to apply for the school have been considered the applicants visit directly to the school to get informed more on the offering and the desire to get equipped with the given qualification the school offers. It is important to note the impact that parents have across all levels from brand awareness development to information search and decision making. The study provides pragmatic recommendations to school management on better optimizing their marketing efforts from a communication channel perspective, such as the importance of the open-days events of the school and the usage of the social media channels (especially Facebook) to communicate their offering.