OPTIMIZING THE COMMUNICATION MIX AT THE FACULTY OF MINING AND GEOLOGY, TECHNICAL UNIVERSITY OF OSTRAVA

Regarding current dynamic development, management bodies of universities as well as faculties have to innovate their marketing practice used to administrate a university and its faculties. Among others, it requires regular analysis of marketing environment, which presents a basis for a quality communication mix. Formulation of a communication mix is not a simple affair. The impact of routine application of the communication mix must be continuously observed, analyzed and evaluated. The aim of these activities is to ascertain that the desired communication goal has been achieved and whether the financial means have been expended effectively. This contribution deals with an optimization of the communication mix at the Faculty of Mining and Geology, VSB-TUO. Presented proposal is based on a marketing research performed within groups of students newly enrolled for study in 2012/13 of bachelor, master and Ph.D. degrees. Following the outcome of the research, the contribution authors formulated advisable changes in the current communication mix. Possible introduction of the proposed changes is in competence of managements of respective faculties. Similarly, it is the management who should consider which decision would be realized.