STATISTICAL ANALYSIS OF THE MARKETING ACTIVITIES OF THE UNIVERSITY

Universities are not commercial organizations, yet there is a need to introduce different optimal marketing activities. The marketing concept is oriented towards the customer. The customer is the student in the case of a university. Marketing management can create competitive educational program and can speak by means of this program with their prospective students. Marketing surveys and concepts are more common abroad than in the Czech Republic. The article describes one survey conducted among students. The research is focused primarily on the catchment area for the selected economics faculty. The faculty is the main aim of this orientation in this region, which is among the regions in the Czech Republic, with the highest unemployment rate and low education levels at the same time. At first, they were approached by students who could be potential students and then they were contacted the current freshmen. The aim of the survey was to discover how to reach students and encourage them in their willingness to study at the faculty.