Podrobný výpis o publikaci

This article focuses on marketing communication of universities. With the changing environment, growing number of universities in the Czech Republic, growing competition, problems caused by the global economic crisis, Czech universities has to adopt activities that formerly were typical only for private commercial sphere. Such activity is also marketing communication. When considering communication strategy of university, it is critical to take into account modern trends such as Internet, too. Internet is one of the most important tools of electronic communication. This fact is also approved by the author’s researches that are summarized in the final part of this paper.