PERCEPTION OF MARKETING COMMUNICATION OF EDUCATIONAL INSTITUTION BY ITS STUDENTS – GENERATION Z
PERCEPTION OF MARKETING COMMUNICATION OF EDUCATIONAL INSTITUTION BY ITS STUDENTS – GENERATION Z

Summary/Abstract: Reduction of the number of applicants for higher education in Slovakia leads the universities to fight for each student. Currently two facts stand out. The first fact is based on common knowledge in which efficient and appropriate online or offline form of marketing communication is one of the ways of attracting new students. The second fact is based on assertion, that according to many authors, the current generation of young people born after year 1995 (and potentially enrolling at the university) is referred to as Generation Z. Taking into account both facts, the research question arises. For which aspects of selected online and offline marketing tools attention should be paid in order to attract new students (Generation Z)? The research approach adopted in this paper includes factor analysis. Factor analysis provides an option to sort individual attributes of online and offline marketing tools of selected educational institution (in our case selected department of the University of Žilina) according to their significance for selected sample of respondents. The students of the department represent sample of respondents. The findings from this research identify, which attributes should the selected department pay attention to in order to attract new students and keep building positive image.

• Details
• Contents