Návrh zlepšení marketingové aktivity Hornicko-geologické fakulty VŠB – Technické univerzity Ostrava za účelem získávání studentů

Abstract

The aim of this bachelor thesis is to evaluate the research phase of marketing activities and analysis related to a questionnaire survey done at the Faculty of Mining and Geology at the VSB-Technical University of Ostrava focused on the issue of admitting students.

The thesis contains a general introduction, three chapters, a draft recommendation and a conclusion. The first chapter focuses on a theoretical knowledge of marketing, marketing communication and marketing research. In the next chapter, you can find the characteristics of the Faculty of Mining and Geology at the VSB-Technical University of Ostrava and its current marketing activities, its competitors and the development of the number of applicants registered and enrolled from 2015/2016 to 2019/2020. The questionnaire survey is focused on gaining as much information concerning students as possible. Namely, what their objectives are, their motivation, which factors and reasons led them to the decision to study at a university, what they like here, what activities they enjoy, what type of media they follow, what they like to participate in, what the level of their satisfaction with the admission procedure is, their awareness on what is available, their studies, etc. In the next part, there is an analysis of the results obtained from the questionnaire survey on the existing marketing activities of the Faculty of Mining and Geology at the VSB-Technical University of Ostrava. IBM SPSS Statistical software (Statistical Package for the Social Sciences) was used to process the analysis of questionnaire survey data, containing all necessary tools to provide the analysis of the research data.

The last part contains a summary of the results obtained from the questionnaire survey and proposals on how to improve marketing activities and, thus, provide necessary changes in order to motivate more students to study at the Faculty of Mining and Geology at VSB- Technical University Ostrava.