Abstract:

In many countries, globally taken, the amount of universities has been increased for the last few years. Currently in this situation of worldwide pandemic time marketing strategies in competition between universities to enroll enough students are very important. The interest of potential candidates could be influenced by many factors (anxiety, health factor, financial and family situation. etc.) connected with the current pandemic situation of Covid-19. The article deals with the main marketing strategies used at Faculty of Security Engineering (FSE) at the University of Žilina (UNIZA) in Slovak Republic that have begun to be used recently in the academic year 2020/2021. The Faculty of Safety Engineering at university of Žilina has based its marketing communication on five basic pillars, within which formal and informal discussions with potential candidates take place. These marketing tools include the modernization of the faculty website, the creation of a mentoring group made up of FSE students and support for applicants at electronic application, diversification of the portfolio in communicating with applicants via social networks and strengthening the FSE brand towards the public and the applicants. All marketing tools were presented at several FSE open days. The main goal is to maintain the sufficient number of enrolled students in near future, to increase the faculty's reputation and to raise the interest and awareness in the field of security and safety. The article summarises the marketing strategies that have been organised since tha academic year 2020/2021 at Faculty of Security Engineering at the University of Žilina in Slovakia.

Keywords:

University education, enrolled students, marketing strategies, university education candidates.