Abstract:

The education system in the Slovak Republic tries to respond adequately to the challenges of a changing environment, but in many cases it does not respond well. One of the current responses is the National Program for the Development of Education. Not only in response to it, but particularly in the context of the overall situation in education, the portals have been set up to address the existing issues for providing the necessary information not only to applicants and their legal representatives but also to the wider public. The main aim of the paper is to propose recommendations for building and managing the value of higher education based on the analysis of the perception of its resources by customers (applicants for study) in specific conditions of the Slovak Republic. In order to obtain the necessary information forming the platform of formulated proposals, the analysis of preferences (conjoint analysis) was performed. In order to achieve the goal of paper, the following attributes have been defined in accordance with the current state of issues: Quality of teaching, Employability, Academic reputation, Social background, Campus atmosphere, Focus of study. The results of the research confirm the importance of Employability and, conversely, the Campus atmosphere was generated as the least significant attribute affecting the choice of the university among the respondents.

Keywords:

Higher education, product attributes, preferences, conjoint analysis.