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Journal of Competitiveness

Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment

Schüller David, Rašticová Martina

Keywords:
higher-education institutions, marketing communications, marketing communication mix.

Abstract:
In this period of increasing competition among universities and demographic decline in the Czech Republic, every manager working within the academic sphere must focus on optimizing the marketing activities of tertiary education. The aim of this study is to analyze the methods and styles of marketing communications universities and their faculties use when communicating with prospective students. The paper identifies procedures which help to optimize the choice, combination and connection of elements and activities of the marketing communications mix in relation with prospective students. A semi-structured interview and questionnaire method were used to achieve the research objective. The study concludes by discussing the research outcomes. Also, practical recommendations are discussed and interpreted and proposals are presented for further research into the marketing strategy of Czech universities and their faculties.

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Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment [PDF file] [Filesize: 1.43 MB]


Journal of Competitiveness

  

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ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)


Creative Commons License
The journal offers access to the contents in the open access system on the principles license Creative Commons (CC BY 4.0).