Podrobný výpis o publikaci

Competitiveness in the tertiary education market is during these days very significant. In 2000 appeared first private universities in the Czech market. Not only their activities but also activities of public universities gave origins to first signs of competitive fight in the market of tertiary education in the Czech Republic. Marketing of educational institution and mainly universities is one of the newest branches of marketing application. First authors abroad (for example Cutlip) started to pay their attention to those problems already after II. World War. In the Czech Republic first authors started to study these problems after so called “Velvety revolution”. However up to the present day comprehensive analyses especially in the marketing and marketing communication in the area of the tertiary education has been still missing. In the Czech Republic marketing application of universities can be considered as a relatively unexplored part of marketing. With reference to increasing competitiveness at the tertiary education market marketing, marketing application and marketing communication can be considered as an important tools of escalation of competitive advantages of universities. This article tries to discuss which marketing mixes can be effectively applied to the Czech universities.