Abstract:

In the article, there are analysed some results of survey concerning preferences of applicants for study at BUT 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 of university study applicants’ preferences, connected with identification of FBM strong and weak aspects regarding its presentation to the public. Survey results are focused on determination of FBM position strengthening potential in competitive environment of Czech Republic universities and, if need be, foreign universities.