ENROLMENT CHALLENGES IN HUNGARIAN HIGHER EDUCATION MARKETING – A CASE OF A BUSINESS AND ECONOMICS FACULTY

Nagy Ákos András (), Putzer Petra Eszter () and Gerdesics Viktória ()
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Nagy Ákos András: Assistant lecturer, University of Pécs, Faculty of Business and Economics, Hungary
Putzer Petra Eszter: Assistant lecturer, University of Pécs, Faculty of Business and Economics, Hungary
Gerdesics Viktória: Phd student, University of Pécs, Faculty of Business and Economics, Hungary

Interdisciplinary Management Research, 2013, vol. 9, 629-638

Abstract: In today’s Hungarian higher education market, more and more Universities, especially Faculties of Business and Economics are challenged by the fact that previously applied enrolment methods do not generate suffi cient level of applications among secondary school students. Due to the new education policy of the Hungarian government they are facing a drop in demand and financial risks. This paper identifies various factors that influence secondary school student’s University application and selection decisions. Their preferences have been basically re-ordered because of the new external conditions. As a result, based on an empirical research, we highlight new directions for marketing communication initiatives aiming at achieving and recruiting students more effectively.

Keywords: higher education; marketing communication; University; student enrolment (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2013
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