Abstract:

It is very important to respond at present to the requirements of applicants for study within the competition of universities. The main goal is to effectively target communication tools to the Y generation, which primarily uses new technology in everyday life. Integrated marketing communication in both online and offline environments is therefore essential for the overall communication effect of college. The aim of the paper is to predict the development of the influence of communication calls on Y generation, which is the main contemporary target group for universities. The relevant conclusions of the contribution will be based both on the secondary data from the development of the number of high school students and the primary data from the quantitative survey that has been carried out for a selected multidisciplinary university for a period of four years and where the development of individual calls towards Y generation can be monitored. Besides preference of communication channels, it is important to analyze and perceive the general preference of school of Y generation. These data will serve to give insights into Y generation and will help to recommend relevant conclusions that will be applicable to higher education institutions in the Czech Republic.

Keywords:

Generation Y, university, communication.