Abstract:

This paper focuses on the analysis of stakeholders at the market of tertiary education in the Czech Republic. The analysis will be based on the Urgency indicator that is one of the most important factors of the Stakeholder Circle Methodology that is used for analysis of stakeholder groups and establishment of basic step forward to successful marketing communication with key stakeholder groups. The main purpose of this paper is to perform the identification of key stakeholder groups of colleges for marketing communication. This paper summarizes results of the author’s pilot research of selected public and private universities in the Czech Republic.