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Enrolment Challenges In Hungarian Higher Education Marketing – A Case Of A Business And Economics Faculty

Author

Listed:
  • Nagy Ákos András

    (Assistant lecturer, University of Pécs, Faculty of Business and Economics, Hungary)

  • Putzer Petra Eszter

    (Assistant lecturer, University of Pécs, Faculty of Business and Economics, Hungary)

  • Gerdesics Viktória

    (Phd student, University of Pécs, Faculty of Business and Economics, Hungary)

Abstract

In today’s Hungarian higher education market, more and more Universities, especially Faculties of Business and Economics are challenged by the fact that previously applied enrolment methods do not generate suffi cient level of applications among secondary school students. Due to the new education policy of the Hungarian government they are facing a drop in demand and financial risks. This paper identifies various factors that influence secondary school student’s University application and selection decisions. Their preferences have been basically re-ordered because of the new external conditions. As a result, based on an empirical research, we highlight new directions for marketing communication initiatives aiming at achieving and recruiting students more effectively.

Suggested Citation

  • Nagy Ákos András & Putzer Petra Eszter & Gerdesics Viktória, 2013. "Enrolment Challenges In Hungarian Higher Education Marketing – A Case Of A Business And Economics Faculty," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 9, pages 629-638.
    • Handle: RePEc:osi:journl:v:9:y:2013:p:629-638
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    More about this item

    Keywords

    higher education; marketing communication; University; student enrolment;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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