Online communication with the target group of applicants for study at university

Abstract

In Central Europe, namely the Czech Republic, the upward trend of education is currently prevailing, almost 30 years after significant political changes. This trend assumes that, as well as in corporate practice, the management of higher education institutions must build the prestige of the brand with the stakeholders and, among other things, try to attract the target group of applicants through non-traditional tools and forms of marketing communications. The target group of applicants, respectively. Their motivation, opinions and preferences are constantly changing. This is why the behavior of Y generation has become the focus of this study, particularly in the field of online communication. The study is based on a representative study of the Czech generation X and Y (N = 420, of which 215 respondents Generation Z and 205 Generation Y), supplemented by analysis of secondary data sources as well as results of long-term specific research for the selected university with a combination of marketing and artistic focus. The output is a model short to medium-term online communication strategy (2-5 years), which aims to grip and attract as many people as possible to the offered fields in the first phase.