Abstract:

The paper is devoted to marketing research whose aim was to find a way of communication of applicants for study at one faculty of the University of Žilina. We present marketing communication tools that were proposed in the survey, as well as opportunities for improving those which have been reported as inappropriate. There is a big progress and expansion of university education in Slovak Republic in recent years. The creation of qualitative and modern tools of marketing communication is a priority for all universities to win new students. The more efficient is the communication of educational institutions with their potential students, the greater is the opportunity to get better students in comparison with other institutions. The absolvents make also a good roof to each university. There are results of a survey of selected target groups - potential students in the paper. The results are compared with other research conducted at other universities. A proposal of communication mix of selected faculty will focus on this target group.

Keywords:

University students, marketing communication, survey.