COMMUNICATION POLICY OF SELECTED EDUCATIONAL INSTITUTIONS IN THE CONTEXT OF ANALYSIS OF FAMILIARITY AND FAVOURABLE ATTITUDES

Martina Ferencova () and Jana Jurkova
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Martina Ferencova: University of Presov
Jana Jurkova: University of Presov

Polish Journal of Management Studies, 2011, vol. 3, issue 1, 100-110

Abstract: The article discusses the communication policy of the selected educational institutions in the region of Eastern Slovakia in the context of the analysis of potential customers’ - secondary school students’ familiarity with the institutions and favourable attitudes towards them. It monitors the attitudes of the above mentioned subjects towards the faculties of the selected higher education institutions putting the emphasis on finding and meeting their needs for information. It also focuses its attention on defining further target segments and meeting their needs for information resources by means of selecting tools of communication policy and their appropriate combination.

Keywords: marketing communication; information resources; analysis of familiarity and favourable attitudes; educational institutions (search for similar items in EconPapers)
JEL-codes: I00 M00 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pcz:journl:v:3:y:2011:i:1:p:100-110

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