SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY Cover Image

SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY
SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY

Author(s): Martina Juříková, Olga Jurášková, Josef Kocourek, Kristýna Kovářová
Subject(s): Media studies, School education, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; brand building; higher education; image; marketing communication;

Summary/Abstract: In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust marketing communication to target groups which will arouse positive image and at the same time retain it. An analysis of brand image of a selected Czech faculty (Faculty of Multimedia Communications of TBU in Zlín) is therefore an aim of this contribution. Based on the results of two quantitative surveys it is necessary to determine the applicant perception of image parameters of the selected faculty first and then verify whether the contradictory factors significantly affect the perception of chosen university prestige.

  • Issue Year: 4/2016
  • Issue No: 1/2
  • Page Range: 123-131
  • Page Count: 9
  • Language: English
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