Znaczenie działań promocyjnych wyższej uczelni wojskowej w pozyskiwaniu kandydatów na studia wojskowe – analiza efektywności działań promocyjnych uczelni

Military academies play an important role in the state security system, training candidates for officers of the Armed Forces of the Republic of Poland. The recruitment process for academies requires a special approach, as it is aimed at a narrow group of candidates who meet specific criteria. The aim of this article is to analyse the effectiveness of the university's activities in the process of recruiting candidates for military studies and to determine their impact on the decisions of potential students regarding their choice of studies. The article presents the results of empirical research conducted among candidates applying for admission to military studies at the Military Technical Academy in 2024 and an analysis of the university's promotional activities. The conclusions of the research indicate that effective promotion of the educational offer, based on research into candidates' preferences and an integrated communication strategy, is a key factor in attracting the best candidates for officer studies and thus shapes the potential of the Polish Armed Forces.