Analýza chování studentů na trhu výměnných programů

Abstract

Topic of the master thesis is a student behaviour analysis in the exchange program markets for purpose of marketing communication. On basis of it, a communication plan is designed to increase an interest of international students in studying at the Faculty of Economics, VSB-Technical university of Ostrava. The trends in global student mobility create new opportunities, challenges and an increasingly competitive higher education environment. The trend in number of students going abroad is increasing. Mobility should become a natural feature of education in Europe. The aim of the VSB-Technical University of Ostrava is to become the competitive university in the national and the international market and one of the strategies how to achieve this goal is to promote student mobility. Concerning this, the need of advertising is highlighted. Research of consumer behaviour, which helps to get to know the customer, is base for creating communication strategies relevant to the target groups. In the thesis models used for understanding consumer behaviour are explained together with the factors that have an influence on it. For purpose of the student behaviour analysis in the exchange program markets eight researches were carried out concentrating on different target groups that participate in the process of mobility. In the diploma thesis communication and creative strategy is designed including the graphic solution. Last but not least, costs and benefits of the proposed communication campaign are analysed.