Moodle as a Platform for Promoting the Educational Offer to Prospective University Students
Purpose: The aim of this article is to demonstrate that preparatory courses for the secondary school-leaving examination (matura) can serve as a tool for promoting educational offerings among prospective university students. Sedigne/Methodology/Approche: When implementing promotional activities at a higher education institution, communication tools should be tailored to the target audience. The research hypothesis was formulated as follows: Preparatory courses for the secondary school-leaving examination can serve as a communication tool that helps build relationships with prospective university students. The following research methods were applied in the study: analysis of data from the Moodle and YouTube platforms, as well as the author’s own survey conducted among first-year students of first- and second-cycle programmes in the academic years 2024-2025. Findings: Without selecting communication tools appropriate to the target group and developing a suitable strategy for promoting activities across various communication channels, it will not be possible to attract the attention of prospective university students. Only the synchronization of all these elements enables the effective use of preparatory courses for the secondary school-leaving examination as a tool for promoting the activities of a higher education institution. Practical implications: The actions described in this article may provide useful guidance for other higher education institutions. Originality/value: This article has practical implications. The findings may be useful for other higher education institutions that regard preparatory courses for the secondary school-leaving examination as an important communication channel with prospective students and as a means of promoting their educational offer.