This thesis search to answer which values young people seek when they choose a continuation school in Denmark. Furthermore, these values were used to analyze existing video materials from a segment of the 245 continuation schools that exist in Denmark. As a starting point this issue came from a personal interest in how existing marketing on social medias could be improved. This idea has throughout the thesis progress changed a bit and is instead focused on the young people’s values towards continuation schools and what marketing contribution they preferred from these schools.

This study has a hermeneutic approach as the theory of science which is visible throughout the thesis progression. The empirical data was collected through a qualitative method by conducting a focus group interview where eight state school students from eighth class participated. This made it clear which values they favored: Community, Personal growth, Safety, Hobby and Challenge. These five values were chosen by the informants throughout an exercise were they individually made a top-five over their own preferred values and was afterwards asked to make a joint decision considering which values they thought to be most important as a group. Furthermore, they gave their own individually suggestion on how they preferred the continuation schools marketing on social media. In this exercise seven out eight choose video advertising because of the possibilities within this media and way to advertise. Overall the empirical data was coded, categorized and conceptualized. This made the data more manageable and the following analyze easier. The analyzed data opened a range of new questions which finally ended up as the thesis statement.

The thesis main analyze showed that the existing advertising material from the continuation schools lacked in showing what the focus group participants preferred. Six advertising videos were selected and out of these two were selected for further analyzing. One of these videos was a presentation of Rebild continuation school and this one contained a various selection of the values and preferred content, but didn’t fulfill all demands. The other was a presentation video of Levring continuation school which only contained one of the preferred values. Overall, it’s concluded that the video advertising contains some of the values but could improve on some areas. It’s also concluded that the research should be broader if it were to say anything about the general state of the thesis issue. This thesis is therefore considered as a pre-scientific contribution that states and concludes that there is a problem in the way that the continuation schools advertises. Further studies are needed at this time.