Relační marketing vysoké školy

Abstract

This thesis is focused on relationship marketing of universities. The aim of this thesis is to determine if students perceive a relationship with the school and the factors which positively or negatively affect the building, maintaining and improvement relationship. The data were collected by means of a questionnaire. Quantitative methods of data analysis were used for the solutions (correlation and factor analysis). We found out that branch of study C evaluated assertions more positively than the rest of branch studies. It is likely that some level of relationship function between the department and its students. The solution is focused on four sub-goals (attraction, satisfaction, retention, growing) with which the school will be able to build, maintain and improve relationships with students.