Abstract:

Marketing communication is the most visible tool in modern marketing in all sectors. It is also possible to observe certain changes in the field of promotion the university education. The classic forms of marketing communication are no longer sufficient, the decision-making behaviour of individuals is increasingly influenced by the development of information technology, leisure preferences and an increasingly strong lifestyle-oriented approach. Consumers require increasing exclusivity and individualism in communication. And it is these tendencies that give space to the progressive forms of marketing communication applicable to the promotion of universities. The aim of this article includes providing a literature review on the issue from the perspective of several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of marketing communication as well as progressive forms of marketing communication and also analyses its practical use in the case of the University of Zilina. The secondary data for the analysis were obtained from annual reports of the university, statistical tables and published professional publications. In order to determine the perception of progressive forms of marketing communication as a brand building tool, a questionnaire survey was conducted among target groups of the university. General scientific methods were applied for the processing of the data, as well as mathematical methods to evaluate the data collated from the results of the questionnaire survey. Based on this, proposals are put forward for the effective implementation of progressive forms of marketing communication in university. Finally, the benefits are highlighted, that includes, in particular, building relationships with target groups, gaining their loyalty and increasing the brand value.

Keywords:

University, brand, marketing communication, progressive forms of marketing communication, students.