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Osrednja tema magistrskega dela je analiza informiranja starejših o izobraževalni ponudbi, ki predstavlja v tržnem diskurzu pomemben korak v procesu odločanja, na izbiro storitvene dejavnosti, med te uvrščamo tudi izobraževanje starejših. Kljub naraščanju deleža starejših ostaja udeležba v izobraževalnih programih relativno nizka. V želji po večji vključenosti vanje je po Resoluciji o nacionalnem programu izobraževanja odraslih v Republiki Sloveniji za obdobje 2022–2030 (2022) sprejet nabor ukrepov za krepitev informiranja in ozaveščanja populacije o učinkih izobraževanje v vseh življenjskih obdobjih. Za koherentno informiranje se priporoča integrirano tržno komuniciranje in upoštevanje posebnosti storitvene dejavnosti. Poznavanje elementov komunikacijskega procesa omogoča doseganje večje učinkovitosti informiranja, kar je bil tudi predmet raziskovanja v tem magistrskem delu. Rezultati kvantitativnega dela so pokazali, da se je v zadnjih treh letih izobraževala več kot polovica starejših anketirancev, najpogosteje z namenom spoznavanja področja. V večini je bila neudeležba posledica pandemije COVID-19. Ugotovitve kažejo, da večina anketirancev najbolj zaupa informacijam bližnjih ali strokovnjakov. Pri izobraževalni ustanovi cenijo odnos do udeležencev in etično ter transparentno delovanje. Udeleženci raziskave tudi v večini poznajo Tedne vseživljenjskega učenja kot nacionalno promocijsko kampanjo, a je plakat (2022) opazila manj kot polovica anketirancev. V splošnem so mnenja, da znajo relativno dobro poiskati informacije. Za namere odločanja o udeležbi v izobraževanju bi poiskali dva vira informacij. Odzivi na vprašanja o načinu sporočanja so pokazali, da so jim blizu humorni apeli, pomembno vlogo imajo znane osebnosti, a niso ključne. Analiza zapisov fokusne skupine je pokazala, da imajo udeleženci pozitiven odnos do izobraževanja starejših, pri čemer pa kot temeljno vodilo za udeležbo navedejo osebni interes. Poudarijo lasten način iskanja informacij, hkrati pa predstavijo nabor zamisli za promocijo izobraževanja starejših. Kljub temu, da rezultatov ni mogoče posploševati, velja izvedena raziskava kot osnova za nadaljnje proučevanje tržno komunikacijskih elementov uspešnega informiranja starejših o izobraževalni ponudbi. The main subject of the master's thesis was the analysis of the communication of educational opportunities to older adults. In marketing, communication is an important step in the decision-making process of choosing a service activity, education of older adults included. While the proportion of older adults has increased at an accelerating rate, participation in educational programmes has remained relatively low. To increase the participation of older adults in educational activities, Slovenia has adopted the Resolution on the National Programme of Adult Education in the Republic of Slovenia 2021-2030 (2022), a set of measures to promote communication and raise awareness about the importance of education in all ages among the population. Adopting an integrated marketing communication approach and considering the specificities of service activities are recommended for establishing coherent communication. Knowledge of the communication process elements makes it possible to achieve greater communication effectiveness. The latter was the subject of the study. The quantitative survey results (n = 302) showed that more than half of the respondents had received training in the last three years, most commonly to learn more about the field. In many cases, non-participation was a result of the COVID-19 pandemic. Most of the respondents trusted information from close relatives and experts the most. They valued educational institutions that had a positive attitude towards the participants and acted ethically and transparently. Most respondents were aware of the Lifelong Learning Weeks national promotion campaign. However, less than half had seen the poster (2022). Overall, they considered that they were relatively good at finding information. They would find at least two sources of information to decide whether to participate in training. Regarding the characteristics of the messages, the respondents enjoyed humorous appeals and preferred personal appeals to using celebrities in communication. The focus group participants held positive attitudes towards education for older adults, citing personal interest as the main reason for participating. They emphasized that they had ways of finding information while putting forward ideas on how to promote the education of older adults. Although its findings cannot be generalized, the survey can serve as a starting point for further research on marketing communications elements needed to effectively communicate educational opportunities for older adults.

Učenje tujega jezika je koristno ne glede na starost, zato je vključevanje dodatnih izobraževalnih programov na področju tujih strokovnih jezikov tudi pri učencih v obdobju njihovega visokošolskega izobraževanja načeloma koristno. Za Slovenijo je značilna relativno večja potreba po znanju tujih jezikov zaradi relativne majhnosti slovensko govoreče skupnosti. Na področju poslovanja so poleg angleščine najbolj pogosti stiki slovensko govorečega prebivalstva ravno z jeziki, ki obkrožajo slovenski govorni prostor. Rezultati analize potreb pri slovenskih študentih in diplomantih na področju poslovnih in ekonomskih ved in mnenja strokovnjakov potrjujejo, da je vključevanje poučevanja hrvaškega jezika kot tujega v slovenski visokošolski prostor na tem strokovnem področju smiselno. Hrvaški jezik je sicer še vedno močno prisoten v slovenskem govornem prostoru, saj se pri preučevani populaciji v okviru 21 tujih jezikov uvršča na drugo mesto glede na povprečno raven znanja, a že precej zaostaja za angleškim jezikom. Povprečni anketiranec se pri znanju hrvaščine nahaja na A2 stopnji znanja. Obenem hrvaščina zaseda tretje mesto po zaznani uporabnosti njenega znanja, in sicer skoraj 70 % anketirancev zaznava hrvaški jezik kot večinoma ali zelo uporaben. Študentska populacija kaže relativno visok interes za učenje hrvaškega jezika, saj bi se 30 % zagotovo udeležilo pouka hrvaščine, v kolikor bi ta možnost obstajala, še 20 % pa je v danem trenutku neodločnih. Obenem je 80 % tistih, ki kažejo interes za učenje hrvaščine, za ta pouk pripravljeno tudi plačati. Učenju hrvaškega jezika so bolj naklonjeni tisti, ki imajo pozitiven odnos do tega jezika in so zaradi različnih okoliščin uspeli izgraditi občutek bližine s tem jezikom. Pri poučevanju hrvaškega jezika na področju poslovnih in ekonomskih ved bi bila smiselna delitev na dve težavnostni stopnji, predlagano izobraževanje pa je smotrno tudi s finančnega vidika. Learning a foreign language is useful regardless of age, so the inclusion of additional educational programs in the field of foreign professional languages should be also useful for students in the period of their higher education. Slovenia is characterized by a relatively greater need for knowledge of foreign languages due to the size of the Slovene-speaking community. In the field of business, besides English, the most frequent contacts of the Slovene-speaking population are with the languages surrounding the Slovene-speaking area. The results of the analysis of the needs among Slovenian students and graduates in the field of business and economics and the opinion of business and economics experts confirm that the introduction of the Croatian language in the higher education programs in this particular field would be reasonable. The Croatian language, however, is still strongly present in the Slovene-speaking area. It ranks second in terms of the average knowledge among the 21 foreign languages studied, but lags far behind English. The average respondent masters the Croatian language at A2 level of knowledge. At the same time, Croatian language ranks third in terms of perceived usefulness of its knowledge, with almost 70% of respondents perceiving the Croatian language as mostly or very useful. The student population shows a relatively high interest in learning the Croatian language, since 30% would certainly attend Croatian lessons, if this possibility existed, and another 20% are indecisive at the moment. At the same time, 80% of those who show an interest in learning Croatian language are willing to pay for these lessons. The positive attitude towards Croatian language and sense of closeness with it are predictors for learning the Croatian. The proposed educational program is feasible from the financial aspect. We also recommend dividing it into two levels of difficulty.