Abstract:

Companies taking advantage of marketing management (mainly providing services) are aware of the importance of integrating the customer into the process of providing the service. This also applies to the university environment, where it is necessary to integrate students (as clients) into the education process, to increase their commitment by letting them participate in the creation and innovation of study programs, and to lead them to co-working and thus the synergy of their activities. This paper is based on the experience of best practice of a specific Czech university, the Faculty of Multimedia Communication, Tomas Bata University in Zlin, which, in the long run, perceives and strengthens the functioning of the Students Communications Agency, where students, while working on real projects, learn how to work in teams, apply their theoretical knowledge in practical situations, and, as is shown below in a survey conducted with applicants, build the prestige of the faculty at target groups.