Abstract:

In the article, there are presented some results of survey concerning preferences of applicants for study at the universities. Survey results were analysed in order to develop marketing strategy of the Faculty of Business and Management, Brno for purposes of faculty marketing strategy development depending on current development of Czech Republic’s tertiary sphere with concentration on South Moravian Region’s specifics.

The current development brings in changes in schools' environment, to which universities must react accordingly. The initial step regarding changes’ preparation and subsequent implementation consists in a current state analysis, then, associated with future development prediction. In this discourse, the emphasis is put on mapping preferred information sources of university study applicants‘ preferences, which will later on help identify strong and weak points of FBM in its’ public presentation. Survey results are focused on determination of potential for strengthening FBM’s position in competitive environment of Czech Republic universities, if need be, foreign universities.