Optimization of the University promotion plan

Abstract

This paper provides a methodology for university promotion planning, directed towards a target group of potential students. An important aim is to point out the possibility of modeling the university promotion, as well as optimization of the plan for specific promotional activities. The predominant problem researched was how to create an accurate timetable for visiting high schools, with the aim of promoting the university with the same goals, content and expected effects, but at a different location. An original Goal Programming (GP) model was developed, a decision making model for organizing visits to high schools, as target groups, with the aim of promoting a university. The model allocates participants of promotion to high schools, while the basic criterion is an equal distribution of the load. The proposed model was applied on the case study of organizing promotion of the University of Belgrade, Faculty of Organizational Sciences, with a target group of high school students as potential users.