Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(4), 1311-1322 | DOI: 10.11118/actaun201563041311

Role of Marketing Communication in Applicants' Choice of University

Lena Malačka
Department of Marketing and Management, Private College of Economic Studies Znojmo, Loucká 21, 669 02 Znojmo, Czech Republic

The article deals with the issue of identification of the main factors influencing potential study applicants' decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fit and factor analysis using dendrogram.

Keywords: marketing communication, university, decision making, study applicants, marketing research

Prepublished online: September 2, 2015; Published: September 1, 2015  Show citation

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Malačka, L. (2015). Role of Marketing Communication in Applicants' Choice of University. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(4), 1311-1322. doi: 10.11118/actaun201563041311
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