Abstract:

Nowadays marketing focuses on meeting the needs of customers and adapting production and services to their needs and wishes. The need of marketing communication seems increasingly important also for institutions providing education. Marketing communication of university represents influencing the behaviour of potential customers – future students, meeting the needs of students in a way that ensures the achievement of the objectives of the university. Marketing communication represents a part of social marketing, because the result achieved at the end of the education process brings benefits to graduate and also to the whole society. The main part of the activities related to the marketing takes place inside the educational institution. In the process of marketing communication of the university have to have specified tasks that university wishes to fulfil, for example to create or improve image of the institution, to build loyalty and support for graduates, to obtain sponsors, to provide information about offers of institutions, to attract the attention of future students, increase the number of skilled applicants for study etc. In this paper the marketing communication is analysed with applicants for university study based on survey opinions of first year students of bachelor studies at the university. Student´s opinion survey was carried out by using a questionnaire. The aim of the survey was to improve marketing communication with applicants for the study and thereby increasing interest of skilled students to study at the University of Žilina. The result is to increase the quality of the whole educational process and better graduates.

Keywords:

Marketing communications, applicants for university study, survey.