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Role of Marketing Communication in Applicants' Choice of University

Author

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  • Lena Malačka

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

Abstract

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.

Suggested Citation

  • Lena Malačka, 2015. "Role of Marketing Communication in Applicants' Choice of University," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(4), pages 1311-1322.
    • Handle: RePEc:mup:actaun:actaun_2015063041311
    DOI: 10.11118/actaun201563041311
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    References listed on IDEAS

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    1. David Schüller & Vít Chlebovský & Karel Doubravský & Vladimír Chalupský, 2014. "The Conceptual Scheme for Managing University Stakeholders' Satisfaction," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 62(6), pages 1385-1393.
    2. David Schüller & Vít Chlebovský & Karel Doubravský & Vladimír Chalupský, 2014. "The Conceptual Scheme for Managing University Stakeholders' Satisfaction," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 62(4), pages 719-727.
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