JUŘÍKOVÁ, Martina, Josef KOCOUREK a Lenka LIŽBETINOVÁ. Building the Prestige of a University as a Tool to Achieve Competitiveness. Communication Today. Trnava, Slovesko: Univerzita sv. Cyrila a Metoda v Trnave, roč. 12, č. 2, s. 128-145. ISSN 1338-130X. 2021. |
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@article{63121, author = {Juříková, Martina and Kocourek, Josef and Ližbetinová, Lenka}, article_location = {Trnava, Slovesko}, article_number = {2}, keywords = {applicants; brand; case study; Czech Republic; marketing approach of universities; prestige; university reputation}, language = {eng}, issn = {1338-130X}, journal = {Communication Today}, title = {Building the Prestige of a University as a Tool to Achieve Competitiveness}, url = {https://communicationtoday.sk/wp-content/uploads/10_JURIKOVA-et-al_CT-2-2021.pdf}, volume = {12}, year = {2021} }
TY - JOUR ID - 63121 AU - Juříková, Martina - Kocourek, Josef - Ližbetinová, Lenka PY - 2021 TI - Building the Prestige of a University as a Tool to Achieve Competitiveness JF - Communication Today VL - 12 IS - 2 SP - 128-145 EP - 128-145 PB - Univerzita sv. Cyrila a Metoda v Trnave SN - 1338130X KW - applicants KW - brand KW - case study KW - Czech Republic KW - marketing approach of universities KW - prestige KW - university reputation UR - https://communicationtoday.sk/wp-content/uploads/10_JURIKOVA-et-al_CT-2-2021.pdf N2 - The study addresses the importance of a higher education institution’s marketing management and brand and prestige building in relation to its applicants. The research employs a wide range of secondary data sources from around the world while mainly consisting of a case study conducted in the form of a survey. The objective is to determine homogenous groups of applicants based on how they perceive the reputation of a selected university/faculty and what their preferences are when choosing a study program. The results of the research are then used to verify whether the brand values defined by the faculty in question correspond with actual perception of its brand. ER -
JUŘÍKOVÁ, Martina, Josef KOCOUREK a Lenka LIŽBETINOVÁ. Building the Prestige of a University as a Tool to Achieve Competitiveness. \textit{Communication Today}. Trnava, Slovesko: Univerzita sv. Cyrila a Metoda v Trnave, roč.~12, č.~2, s.~128-145. ISSN~1338-130X. 2021.
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